ddma / goodmail: datakwaliteit
DESCRIPTION
Jos Burger, general manager van Goodmail Systems Europe, gaat in op de rol van ISP’s bij e-mailmarketing. De ISP bepaalt of de deur open of dicht is en voor hoelang dit dan het geval is.TRANSCRIPT
Event: DDMA Seminar
Thema: Datakwaliteit in Emailmarketing
Spreker: Jos Burger - Goodmail
Datum: 2 april 2008 – Pakhuis de Zwijger, A’dam
www.ddma.nl
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IntroducingCertifiedEmail™
Jos BurgerInternational GM, Goodmail Systems
March 2008
Page 2CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc
European ISP’s send more than 20% of permission based emails to the junk/bulk folder* matching US ISP rates
European ISPs had the highest percentage increase in junk/bulk filter delivery at 20.4% over the previous quarter at 7.6%
ISPs are moving towards blocking images by defaultPhishing schemes are increasingly sophisticated –subtle differences make it difficult for consumers to tell legitimate apart from the fake
Source: Lyris ISP Deliverability Report Card Q2 2007
The State of Email Today
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Page 3CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc3
Dear sir, We recently have determined that different computers have loggedonto
your eBay account, and multiple password failures were present before
the logons. We strongly advice CHANGE YOUR PASSWORD. If this is not completed by
, we will be forced to suspend your account indefinitely, as it may have been used for fraudule
nt
purposes. Thank you for your cooperation. Please do not reply to this e-mail. Mail sent to this address cannot be answered. Click here to Change Your Password
Consumer Perception of Email
70% of consumers are concerned about email scams and fraud
69% of consumers regularly delete email without reading it
55% delete all bank messages
56% of consumers agree that unwanted email makes it hard to find wanted emailMarch 11, 2006
Password change required!
Page 4CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc
CertifiedEmail: The industry’s first trusted-class email that positively identifies good email
Individually accredited, permission based, qualified volume senders
Use software to specially mark CertifiedEmail
Partner with ISPs and mailbox providers to specially handle
Visually mark messages as authentic, legitimate, and safe
The result?100% assured inbox delivery
Links and images automatically rendered by default
Non-spoofable inbox and message labeling conveys trust
Improved program metrics
Introducing CertifiedEmail™§
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Page 5CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc
CertifiedEmail iconConveys trustDifferentiates message / brand71% of consumers more likely to open, 54% more likely to buy from a CertifiedEmail (2007 survey)
Users see links and imagesNo blocking of links and images
100% delivery of all messagesBypass all spam filters: content, volume, rate limiters
No restrictions on copyCan use words like “free”
Delivery confirmation
CertifiedEmail – Sender Benefits§
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Page 6CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc
%
See Images Blocked
%
%
Delete Immediately
%
Ignore%
Open
Michael Della Penna
Blocked Images Impact Results
If you’re a retailer and you’re doing all-image email, you're in for a rude awakening.
86.9
14.1
68
239
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”Epsilon Interactive
Vizu/GMS, 0906
Page 7CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc
With CertifiedEmail, turn blocked images into a thing of the past.
Images are Worth a Thousand Words
The difference is clear. CertifiedEmail messages with images active are more effective!
Page 8CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc
Blue Trust Seal Difference
Page 9CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc
71% of consumers said they’re more likely to open a CertifiedEmail.
59% of consumers said they’re more likely to sign-up to receive email from companies that use CertifiedEmail.
54% of consumers said they’re more likely to purchase from companies that use CertifiedEmail.
CertifiedEmail Is Good For Business
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Results based on 2007 survey of AOL, Yahoo! and Comcast customerResults based on 2007 survey of AOL, Yahoo! and Comcast customers.s.
Page 10CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc
Assured 100% delivery No revenue loss due to undeliverability of up to 20% of list (avg)
Regain control of copyUse same copy @ site, print, packaging, and POS
Maintain brand integrityBrand identity mirrors offline presentation
Enhanced message effectivenessLinks & images enabled = proven lift on CTR and revenue per email
Stand out at the inboxBlue ribbon icon provides immediate visual differentiation
Key Benefits to Marketers
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Page 11CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc
Reliable delivery = lowered paper delivery back-up100% list coverage means lower cost of having to provide paper backup delivery (e.g., eLynx delivery of mortgage papers)
Enhance conversion to electronic transactionsTrusted class email = reliable platform for paper suppression
Reduced cost in post-phishing support costsFewer successful phishing attacks = reduced telephone support
Enhanced message effectivenessGreater chance customers can complete email-based transactions if links and images are presented and operational
Key Benefits to Financial Services§§
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Page 12CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc
Easily identify real email messages that are safe to open and act upon
The Blue Trust Seal tells them it’s real
Feel more secure opening messagesAll CertifiedEmail senders must go through a 10-step accreditation process
Key Benefits to Consumers
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Page 13CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc
Increase of 38% in click-though rate during trial
Increase of 40.5% in click-through rate after launchIncrease of 3.54¢ in profit per email
CertifiedEmail provides us with this flexibility because we can be sure that every message is delivered promptly and completely intact .
John LazarchicVice President of e-CommercePETCO Animal Supplies, Inc.
Case Study: PETCO
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Page 14CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc
Ernie Vickroy,
Trusted CertifiedEmail messages result in higher click-through rates and improved program response rates.
Case Studies: Time Inc.Controlled tests prove dramatic value creation
Time Inc. Overstock.com
ClickThroughIncrease
BusinessResultsIncrease“
”32% 30%
Time Inc.
Page 15CONFIDENTIAL & PROPRIETARY© 2008 Goodmail Systems, Inc
Email campaign educating customers about CertifiedEmail
Use of CE branding elements at site
Doing longitudinal customer survey
Case Study: KeyBankAccelerating paper suppression and improving customer security
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What is tendency of customers to be phished pre-CertifiedEmail exposure
What is tendency of customers to be phished post-CertifiedEmail exposure