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Aug
19
Next time someone asks you if email marketing is worth the time or effort, send them to YouTube. Well, specifically to the new DMA/Email Experience Council channel that includes a dozen or so quick videos from industry luminaries talking about various aspects of email marketing - and how to do it well.
Thanks to tireless work by Lana McGilvray of Datran Media, who is co-chair of the DMA/eec Speakers Bureau along with Stacy Kirk of Silverpop, the YouTube channel was launched this month to help promote the value of email marketing to business, and to outline some best practices. The DMA hopes to continue to add to the library. Perhaps you will contribute one?
Tell me moreCategories: News
Aug
17
By Bonnie Malone
Director of Response Consulting
Pundits in the email industry have been declaring the end of batch-and-blast email for years. Return Path wrote the obituary four years ago.
Oh, if only it were true.
Instead, our new study finds that way too many top-brand marketers ignore signs of inactivity and instead send the same type of message, at a high frequency, over and over and over and over.
In a follow up to our 2008 study of email practices amongst ecommerce companies, my colleague Stephanie Colleton and I analyzed email from 40 retailers who sent messages to a former buyer who did not open, click or purchase for more than a year and a half. What we found was not completely surprising, though it was a bit depressing.
Here were our key findings:
Tell me moreCategories: News
Only 12.5% Take Steps to Re-engage With Lapsed Subscribers, a New Return Path Study Finds
August 16, 2010 - E-retailers continue to struggle with building customized, 1-to-1 email marketing efforts tailored to subscriber response rates, or more importantly lack of response, according to Return Path's new study -- The One-Way Conversation: Email Marketing to the Non-Responsive Subscriber, Return Path is the global leader in email deliverability and reputation management services.
A majority of the email marketers that Return Path studied sent email at a steady, high frequency for a 19-month period, despite a total lack of response from the subscriber (no opens, no clicks, no purchases). For the new study, Return Path studied the email marketing efforts of 40 online retailers over a 19-month period. Eventually, 11 companies studied (27%) stopped sending email to non-responsive subscribers. Yet, 10 of the companies stopped sending email without making any attempt to reengage the customer or specifically asking the customer whether or not they'd like to continue receiving emails.
"We were certainly surprised to see how these e-retailers were sending emails to a customer who was completely non-responsive," said Stephanie Colleton, Director of Professional Services, Return Path. "We strongly recommend that email marketers, not just e-retailers, monitor their subscriber responses - opens, click-throughs and conversions - and adapt their campaigns to either slow down the emails to once per month or send a re-permission email to determine subscribers' continued interest in receiving emails."
Tell me moreCategories: Press Releases
Aug
16
By Matt Blumberg
CEO & Chairman
Last week, my colleague George Bilbrey posted about how (turns out - shocking!) email still isn't dead yet.
Not only is he right, but the whole premise of defending email from the attackers who call it "legacy" or "uninteresting" is backwards. The inbox is getting more and more interesting these days, not less.
Tell me moreCategories: Response
By Tom Sather
Director, Professional Services
If I had a nickel for every time that someone asked me for tips to get delivered to the inbox at Gmail, I wouldn't be writing this right now because I'd be retired and living on my own personal island. Gmail has been notoriously difficult for some senders because of lack of requirements and acceptable reputation metrics for getting inbox placement. I've listed five, simple tips to help you improve and maintain your delivery at Gmail.
Tell me moreCategories: Email Deliverability
Aug
14
By George Bilbrey
President
Poor email. It's always got a target on its back. The list of assassins is long, but fortunately they never succeed.
First, it was the young people who were going to kill email. Except they didn't.
Then it was ...
Tell me moreCategories: News
Aug
11
By Stephanie Miller
VP, Global Market Development
When it comes to engaging subscribers and understanding the relationship between engagement and permission, you probably have a lot of the same questions as attendees at a recent email deliverability webinar put on by Exact Target where I was a panelist along with Jamie Tomasello, Abuse Operations Manager for Cloudmark and Al Iverson, Director of Privacy and Deliverability. Chip House, also of Exact Target, moderated the discussion and shared some stats from the extensive Exact Target research bank.
We talked about the history of email filtering and how it has changed from a primarily content-based system looking to keep the bad stuff out, to a sender reputation-based system looking to get ...
Tell me moreCategories: Response
By Angela Baldonero
SVP, People
I am very pleased and proud to announce that Return Path has been named one of the Best Places to Work in Colorado by the Society for Human Resource Management (SHRM) for the second year in a row!
This is an exciting honor for us. ...
Tell me moreCategories: News
Email inbox placement up 38 per cent in just one month
Tackles one in four emails blocked at ISP level
In just one month, Friends Reunited, the original social network with 20.6 million members, boosted its email deliverability from 67.1 per cent in May to 92.5 per cent in June 2010.
In May 2010 the company, which sends around 30 million emails each month, deployed Return Path's comprehensive suite of email deliverability monitoring tools and services to gain greater insight into the deliverability of its email newsletter, user-activity triggered emails and marketing emails.
One in twenty (5.7 per cent) of Friends Reunited's emails were ending up in its subscribers' spam folders and more than a quarter (27 per cent) were going missing ...
Tell me moreCategories: Press Releases
Aug
05
We've known for some time that setting a page background color using the body tag is a no-go; it gets ignored or stripped in a wide swath of webmail clients. The solution was instead to wrap the whole email within one 100% width table, and set that table's background to the desired color. Problem solved.
Now, however, this no longer works in Hotmail on Firefox.
Tell me moreCategories: Email Deliverability
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