Email works for a simple reason: consumers like it. Research proves this again and again. With email marketers' opportunity to optimize programs toward unrivaled ROI comes a responsibility to turn subscribers' favorable disposition into genuine relationships. The industry leaders earn loyalty and trust with every message they send. Their messages are timely and relevant. Personal and dynamic. Authenticated and safe. Return Path's Tami Forman leads this open discussion of new approaches, old tricks (that still work), security challenges, and shifting subscriber expectations. Publisher's Clearing House's Sal Tripi, 1-800 Flower's Sandeep Varma and Bank of America's Jeff Riesenberg share their views on what makes email such a powerful and enduring marketing channel. In this session attendees will get replicable real-world examples of email optimization tactics, a deeper understanding of the impact of email security on the marketing relationship, and the opportunity to ask questions and get live advice from bona fide email industry experts.

1. Email's Power & Responsibility: Fireside Chat
with 1-800-Flowers, Bank of America and
Publishers Clearing House
Tami Forman, VP Corporate Marketing & Communications

2. Consumers Love Email
Email Text Facebook Twitter Pinterest Instagram Foursquare
Consumers with a smartphone Consumers without a smartphone
Source: ExactTarget© 2013 Marketers from Mars, September 2012
Consumers with a Smartphone = 675, Consumers without a Smartphone = 526, Marketers = 411 US Online Population, age 18 or older
Who uses email? Everyone. (Literally. Everyone.)

3. Source: The Radicati Group, Email Statistics Report, 2015 -2019 (Published in 2015)
Over 1/3 of the
worldwide
population will be
using email by the
end of 2019.

4. Email Wins on Mobile Devices
Email Text Search Social News Games Videos
Percent of consumers doing activities at least one time a
day on smartphone
Source: ExactTarget© “Mobile Behavior report” 2014

5. The inbox knows us:
What we buy, what we watch, what we care about.

6. It’s also where we take action.
We engage with email.

7. Marketers Love Email
Email: Most Effective, Least Difficult
Email Website/Blogs SEO Social Media Content Paid Search/PPC Mobile/SMS E-commerce
Most Effective Most Difficult
Source: MarketingCharts.com | Data Source: Ascend2 and Research Partners

8. How Effective is Email Marketing?
Source: Sikich, 2013
Consumers who receive
email marketing spend
83% more when shopping
ROI = $44.25
for every dollar spent
They order
28% more often
Their orders are
44% larger
70% of digital marketers
see email as the top
medium for ROI
And here’s why…

9. The inbox is a powerful
marketing hub.
Opportunity

10. Three Challenges to Success
• Gaining access
• Gaining trust
• Gaining advantage

11. Challenge:
Gaining Access

12. The inbox is
hard to reach
Source: Return Path Inbox Placement data, 2015

13. Solution: Data
• Using data, we can analyze many aspects preventing inbox
placement and correct major deliverability issues.
• Open rates
• Click rates
• Complaint rates
• Inbox placement rate

14. Delivered ≠ Inbox

15. Challenge:
Gaining Trust

16. Source: RSA Fraud Report (October 2014), EMC
Email Threat Trends
The average uptime for phishing attacks
Source: APWG Global Phishing Report 2H2014

19. Solution: Data
“DMARC protects almost two-
thirds of the world’s consumer
mailboxes and 85% of US
customers.”
• DMARC protects your brand
from direct domain phishing
attacks
• Instructs mailbox providers
on how to handle
unauthenticated messages Source: Return Path DMARC Intelligence Report, Feb 2015

20. Source: DMARC.org, press release, February 2015
“If your domain doesn’t protect itself with DMARC,
you will be increasingly likely to see your messages
sent directly to a spam folder or even rejected.”
John Rae-Grant
Product Manager, Google
Anti-phishing standard today, inbox placement factor tomorrow
DMARC

21. DMARC Secure Email Gateway Coverage
Provider (latest versions) Supports DMARC blocking? Supports DMARC reporting?
Cisco Yes Yes
Symantec Yes No
Dell Sonicwall Yes Yes
Microsoft Exchange Online Protect No No
Proofpoint No No
McAfee No No

22. Challenge:
Gaining Advantage

23. Today’s Inbox

24. The Crowded Inbox
On average, subscribers receive …
…a month

25. Solution: Data
• Know your competitors and how your brand performs against theirs
• Use engagement data from your campaigns to know where to focus and
what to prioritize
• Know how subscribers read your email (clients, devices, and inboxes)
• Use performance data to create more effective subject lines and content

26. READ RATE FOR
WINNER’S CAMPAIGNS
IS HIGHER BY
19%*
VS
29%
WINNER: STARBUCKS
* Shared subscribers are 6% of Starbucks’ total list size.

27. READ RATE FOR
WINNER’S CAMPAIGNS
IS HIGHER BY
10%*
VS
11%
WINNER: REI
* Shared subscribers are 7% of Sports Authority’s total list size.

28. READ RATE FOR
WINNER’S CAMPAIGNS
IS HIGHER BY
15%*
VS
33%
WINNER: JCREW
* Shared subscribers are 14% of Anne Taylor’s total list size.

29. Jeff Riesenberg
Vice President,
eCommerce Channel Consultant
Bank of America
jeff.riesenberg@bankofamerica.com
Sal Tripi
AVP Digital Operations
and Compliance
Publishers Clearing House
stripi@pch.com
Panelists
Sandeep Varma
Enterprise Vice President,
CRM & Loyalty
1-800 Flowers
svarma@1800flowers.com
Tami M. Forman
Vice President, Corporate
Marketing & Communications
Return Path
tami.forman@returnpath.com