the postmaster network: the leader in customer acquisition confidential return path, inc. do not...
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The Postmaster Network: The Leader in Customer Acquisition
Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
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- 2 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Summary
State of the Art Testing and Optimization Bundles
An Engaged and Cohesive Audience in a Fragmented World
The Postmaster Network Advantage
Agenda
About Return Path
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- 3 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
The Postmaster Network Advantage
Integrated testing and optimization programs
Easy to ignore DM fundamentals
Quick and cheap
Strategy and OptimizationStrategy and Optimization
Audience – more engaged, multiple online channels
Fragmentation and clutter make it hard to reach prospects and hold their attention
Targetable, access to niche audiences
Network and AudienceNetwork and Audience
How We Address ThemHow We Address Them
Corresponding PitfallsCorresponding Pitfalls
Advantages of Online MarketingAdvantages of Online Marketing
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- 4 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Overview of The Network
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- 5 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
We have a unique approach to assembling an audience that’s wired for your advertising
Double Opt-in
Self-selected at content focused websites
Interest categories specifically requested
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- 6 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Multiple touch points keep our audience engaged longer
Our consumer relationships extend beyond advertising
Authentic Response = surveys
ECOA = contacts and newsletter subscriptions
Average lifetime X months (industry average X months)
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- 7 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Multiple online channels address the growing issue of fragmentation
Targeted email list rental – the classic productTargeted email list rental – the classic product
Moving upstream from emailinto targeted display ads onour network and after category selection
Moving upstream from emailinto targeted display ads onour network and after category selection
Now in RSS feeds to take advantage of blogs, UGC, and new technologies /early adopters
Now in RSS feeds to take advantage of blogs, UGC, and new technologies /early adopters
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- 8 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Our Audience: Summary
Better sign-up process
Longer-term relationships
More ways to reach them
Better selects
Richer targeting capabilities
Better response
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- 9 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Testing and Optimization
Old Media = copy testing, focus groups
Direct mail = test cells
Online advertising = behavioral targeting
Paid search = ROI by keyword
Email = insist on the same!
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- 10 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Optimizing via Strategic Solutions
Offer Strategy
Creative Assessment
Testing, testing, testing
Are your subject lines highly effective? Is your call-to-action relevant?
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- 11 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Optimizing via Strategic Solutions
BEFORE
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- 12 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Optimizing via Strategic Solutions
AFTER
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- 13 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Optimizing via Campaign Preview
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- 14 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Understanding true deliverability and response via Mailbox Monitor
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- 15 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Understanding true deliverability and response via Mailbox Monitor
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- 16 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Online research produces fast answers
Why people delete without opening
Why some people click and some do not
What motivates your target audience
Buying behavior
More effective communication
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- 17 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Consulting
Technology
Research
Testing and Optimization: Summary
Unique bundle of offerings
Integrated approach
Better response
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- 18 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Still setting the standard in online customer acquisition
The best email lists, since 1995
More ways to reach your prospects
The most engaged audience
Proprietary technology to optimize results
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- 19 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
B2C Masterfile
B2B Masterfile
IT Masterfile
Basic Demographic Data Captured
Postmaster Feeds: Advertising Example
Appendix
Postmaster WebLeads
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- 20 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Consumer Experience: Postmaster Webleads
User Registers at the Partner Site
3rd Party Ads Appear in 3rd Party Email Offers
A Targeted Offer Appears on the Landing Page
User then Receives Confirmation in the inbox and is promted to confirm (DOI)
A 3rd Party Ad Appears in a Confirmation Page in the User’s Browser
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- 21 -Confidential • Return Path, Inc. • Do Not Reproduce or Distribute • www.returnpath.biz
Consumer Experience: Postmaster Feeds