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May
7
A One-Way Ticket, 5,371 Miles and 3 Emails That Made a Difference
Senior Director, Response Consulting
As an email marketing consultant working with clients to improve the performance of their email programs, I have spent a lot of time helping brands change the practices that negatively impact their inbox placement and response rates. While this is both challenging and interesting work, it’s also refreshing to shift focus and appreciate some great practices that marketers are using to stand out from the “grey mail” and marketing clutter, target their subscribers using accurate data and provide relevant messaging that drives engagement.
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Categories: Best Practices Commentary View Comments
May
3
Mobile Email Optimization and What to Consider
Director, Response Consulting
Earlier this week Return Path released an infographic on mobile email viewership. The infographic is full of interesting stats so I thought we’d talk about what they mean for your email program. It’s clear that mobile email viewing is skyrocketing. Remember the saying “You only get one chance to make a first impression?” Well, that is the case with email on mobile. 88% of people check their email on a mobile phone daily. Wow. But, 63% of Americans and 41% of Europeans would either close or delete an email not optimized for mobile. And of all mobile openers, only 2% would open an email on both their phone and on a desktop. That’s a scary stat for anyone sending out email that doesn’t look good or work well on mobile. If your email is not optimized for mobile viewing, you are likely missing your chance to connect with and convert your subscribers and your segment of non-responders will start to grow. Here are some initial steps to take to optimize your program:
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Categories: Best Practices View Comments
May
1
Return Path Infographic: “Email readership on mobile devices on track to surpass both webmail and desktop by end of 2012”
New Research Shows Mobile Moves Toward Platform Dominance, Feeds Email Obsession and Influences Behavior; Marketers on the Sidelines Could Lose Out
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Categories: Press Releases View Comments
May
1
Email in Motion: How Mobile is Leading the Email Revolution
Director, Professional Services
I am pleased to announce our latest mobile study “Email in Motion: Mobile is Leading the Email Revolution” We decided to have a little more fun with the data this time and release the findings within an infographic rather than a full research paper. Nothing was too surprising to me, except the fact that so many marketers still aren’t tracking how many emails are read on mobile devices, and having no mobile strategy whatsoever. Below is a breakdown of the major findings.
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Categories: Research View Comments
Apr
30
APWG Global Phishing Survey Musings
GM/Chief Security Officer
I always enjoy when new reports are released from various industry orgs that discuss the latest trends in spam, phishing, and cyber crime. Last week the Anti-Phishing Working Group released the results from their 2H 2011 Global Phishing Survey. There …
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Categories: Commentary Commentary Standards View Comments
Apr
30
Email Insider Summit Email Append Panel – The day’s hottest debate!
Director, Response Consulting
I had the pleasure of joining one of the most anticipated panel discussions during the Friday session of last week’s Email Insider Summit. The topic was “E-Append: Good, Bad, or Other?” and I was joined by Jordan Cohen (VP Business Development, Pontiflex), Andrew Kordek (Chief Strategist, Trendline Interactive), and Suzanne Shaughnessy (Sr Account Executive, Fresh Address). Eric Kirby (CEO, Connection Engine) moderated our spirited panel and started the discussion with a single question – “Is email append ok to do?” Jordan started by noting that the process lacks clear permissioning, and violates M3AAWG, ISP, and ESP policies. Andrew contested that if done well, the process could be a profitable acquisition method. This is my perspective on e-Append.
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Apr
25
Data Insights: Using Sender Reputation Data for Better Inbox Placement
Director, Professional Services
Sender Reputation Data (SRD) is a metric that is used by Microsoft in its proprietary spam filtering software called SmartScreen that determines if a message should be delivered to the inbox, spam folder or blocked. It consists of a panel of hundreds of thousands of users and these panelists are asked to determine if the filtering decision that Microsoft’s spam filter made was correct or not. This provides more accurate feedback since it’s nearly impossible for spammers to game this metric. Additionally, SRD minimizes the effect that subscriber complaints can have on one’s reputation and deliverability if subscribers are erroneously using the junk button, either marking an email as junk on accident or using the junk button to delete or unsubscribe from an email. In that sense, sender reputation data is not a complaint metric, but rather a feedback metric. In fact, at Return Path, we find the metric so useful that we also use it as part of our compliance efforts for Return Path Certification.
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Categories: Best Practices Explanation How-To View Comments
Apr
24
Ice Turns Email into Revenue Channel with Return Path
Top Online Jewelry Retailer Dramatically Increases Customer Engagement During Holiday Shopping Season Tell me more
Champlain and New York, NY – April 24, 2012 – Return Path, the world’s leading email certification and reputation monitoring company, today announced it was selected by Ice (Ice.com), a leading online jewelry retailer and one of the first companies to turn a jewelry store into an online shopping experience, to drive higher revenue and increase customer engagement by improving its email marketing efforts.
Categories: Press Releases Return Path View Comments
Apr
24
New White Paper: Return Path and the Direct Marketing Association UK Highlight a Tidal Shift in Email Deliverability
Director, Professional Services, Response Consulting
The Direct Marketing Association (DMA) UK and Return Path, have launched a new White Paper uncovering the latest data and trends on email deliverability, produced collaboratively by the DMA Email Marketing Council, and with key inputs from Return Path’s own …
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Categories: Best Practices Commentary Research View Comments
Apr
10
Email + Social Marketer Spotlight: A Look at Pier 1 Imports
Director, Response Consulting
This month we wanted to feature one retail marketer who’s embracing social and integrating it with their email program. In January, Pier 1 Imports sent an email campaign dedicated to promoting their new daily deal on Facebook. One knock on …
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Categories: How-To View Comments