Guy Hanson Figaro Digital September 2012

The Secrets for Deliverability

(and staying out of the spam filter)

Guy HansonDirector, Response Consulting, EMEA

About Return Path

Return Path is the worldwide leader in email intelligence. Our

solutions maximise the performance and accountability of email while protecting users

from spam and other abuse.

Why do my good emails

get blocked?

ISPs use your sender reputation to make filtering decisions. A poor reputation means, your email will get blocked.

Email Filtering Decisions

IP Address Permanence

Spam Complaints

Unknown Users

Infrastructure

Spam Traps

Subscriber Engagement

Sender Reputation Metrics Remain Essential

Source: Return Path Senderscore Benchmark Report June 2012

Impact of Reputational Factors

Check Your Score (www.senderscore.org)

The Increasing Importance of Engagement

A Sea-Change in Thinking

The Email Intelligence Dashboard

Subscriber Engagement in Action

Inbox Placement & Read Rates

Subscriber Behaviour

Subscriber Behaviour

The Relationship

Between Metrics & ROI

An Illustration of Email ROI

Other Talking Points

The Rise & Rise of Mobile Email

Source: Return Path Mobile Study March

2012

Source: Knotice.comSeptember 2012

On the Near Horizon

Inbox organisers

Domain-based reputation

Targeted phishing and

spoofing

Web sentiment

The role of “big data”

Legislative Developments

Recent revisions to the EU e-Privacy Directive (the so- called “cookies law”)

Proposed changes to the EU Data Protection regulations

Guy HansonDirector, Response Consulting, EMEA

guy.hanson@returnpath.com www.returnpath.com uk.linkedin.com/in/guyhanson @GuyHanson, @ReturnPath