What is the Best Day to Send Email?

By: Tami Forman
Director of Strategic Services

Oh no, not again. Does everyone hear that rumbling sound? It's the noise 1,000 marketers make when they rush to change the day they send email based on a new study (this time from eROI). And at the already-busy Christmas season at that.

We can't say it enough: the best day to send email is the day that your email performs the best. How do you know when that is? Test it, test it, test. And then...

Categories: Response

Open Rates: Friend or Foe?

By: Stephanie Miller
VP of Strategic Services; Return Path, Inc.

Never a very reliable metric, open rates now tell us even less about the actual behavior of our email subscribers. With image suppression on as the default setting for the majority of email clients, tracking open rates with any accuracy is nearly impossible.

However, don't use that as an excuse to ignore what sharply declining open rates are telling us! Open rates declined by an alarming 25% over the last year. At the same time, however, click through rates...

Categories: Response

Cool Email Idea of the Month

This month's "Cool Email Idea" comes from Clubessential, which is a company that creates customized Internet solutions for private clubs and organizations. Like many B2B companies, they produce a regular newsletter with interesting, valuable content. In particular, they link past articles at the bottom of the footer. This is a fantastic way to...

Categories: Response

Are Newsletters Right for Everyone?

By: Stephanie Miller
Vice President of Strategic Services

We wrote the book on email newsletters, but does that mean newsletters are the right solution for every business?

No, not necessarily. In fact, for businesses with limited lifecycles, a weekly newsletter may not make sense for your prospects and customers, or your marketing resources. In those cases, an Email Series may...

Categories: Response