1. Email and Search: The Long Tail Meets The Content Trail
Stephanie Miller
VP, Return Path, Inc.
@StephanieSAM

2. Introductions

3. Improve Email Performance
The only global, fact-based Reputation Network

• Reach the inbox.
• 4. Take advantage of your good sender reputation.
• 5. Earn a response.
• 6. Grow an active file.
• 7. Celebrate subscribers.

2009 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 3

8. Todays Goal

9.

10. Search & Email: Distant Cousins

11. Email Improves The Search Investment
1. Push/Pull
2. Acquire 1x
3. Data
4. Content

12. Research & Recommendation

13.

14. Research
Explore & Validate
Share
Buyer Lifecycle
Socialize
Trial

15. Search
Email
Research
Search
Email
Explore & Validate
Share
Email
Buyer Lifecycle
Social
Email
Socialize
Trial
Email
Social

16. Relationship Drives Channel Choice

17. Multi Channel is Stronger

18. 1. Share Data.

19. Search = User Intent & Behavior

20. Email = Subscriber Profile + Behavior

21. Subject Lines and Keywords

22.

23. Email Conversations

24.

25. Conversation Starters
Welcome
Purchase
Non-Activity
Renewal
Anniversary
Milestones
Birthday
Season
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26. 2. Get the Opt In

27. See more detail at: www.returnpath.biz/signmeup
Under Cool Email Ideas

28. 24

29. AskMen Registration Form

• Visual form elements tripled subscribers in one week. Achieved 80% average confirmation rate.

Before
After

30. Capture In Context

31. 27
Netflix Free Trial Campaign

32. Chris Slides Go here
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Netflix Free Trial Campaign

33. Chris Slides Go here
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Netflix Free Trial Campaign

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35. Promote Email on Facebook Page

36.

37. Find Us
Share Us

38. SWYN vs. FTAF = 30 vs. 2
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39. Once Obtained, Dont Assume!
Most email files are 25%-65% non-responders
Welcome messages are often the highest complaint-driving emails
Industry groups, the FTC and receivers all watch permission grant status and age
Solution: Manage your content & contact strategies to provide 3-4 touches for every response you earn

40. ??
Research
Explore & Validate
Share
Buyer Lifecycle
Socialize
Trial

41.

42.

43. Subscriber Covenant.

44. free shipping 10% off enter to win free stuff grand prize drawing50% off your first order free shipping download now!contestwin a spa vacation new whitepaperbuy one get one free half off sweepstakes 25% off! Join us on Facebook!

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48. Why Do They Complain?
Too frequent
Not as expected
Irrelevant
Badly timed
Just not that interesting

49. For most marketers, 20% never reaches the inbox.

50. If an email doesnt land in the inbox, can it get a click?

51. You have a sender reputation

52. But how do I knowwhat my email reputation is?www.senderscore.orgwww.dnsstuff.comwww.senderbase.com

53. 3. Welcome & Engage
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54. 60% of companies dont send a Welcome Message
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2009 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 51

56. 2009 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 52

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2009 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 53

58. The Trick: Send Something Helpful for This Moment

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60. 3
Search/Email Synergy
Share Data
Get the Opt In
Welcome & Engage

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Attribution

62.

63. Attribution Back to Email
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2009 Return Path, Inc.

64. Email Makes SEO Costs Rise

65. Email and Search:
Complementary &
Exponential
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66. Thank you! Questions?
Want the deck? Email stephanie.miller@returnpath.net or @stephanieSAM