Testing, Testing 1, 2, 3

Who doesn't want their emails to make a splash? Unless you're an email savant, however, you might debate about what to send. While you can take chances, an easier and more effective method is to ask your audience. And although you can, and should, outright ask your subscribers what they want in the form of preference centers, this won't help you with the little details that can make or break... Continue »

The Power of List Hygiene

The concept of removing email addresses from a sending list can feel counter-intuitive. There is a human instinct that influences our thinking, leading us to believe that by removing email addresses we're likely to reach fewer users and ultimately generate fewer sales.  Despite this sense, it's important to assess the measures of deliverability to understand whether removing select addresses from... Continue »

The Great Debate: Subject Line Length

The optimal length for email subject lines has been hotly debated over the years, with wildly conflicting conclusions. We looked at emails received by over 2 million email subscribers from over 3,000 retail senders in February 2015, and found that: Most subject lines were between 41 and 50 characters. Subject lines 61 - 70 characters long had the highest read rate (17%). Overall, our... Continue »

Have You Optimized Sending Frequency for Your Subscribers?

Have you ever struggled with the question of how much email to send for optimal engagement? Do you want to send more mail but you are afraid of overwhelming your customers, causing them to unsubscribe? These are questions many marketers face and have a difficult time answering. To help improve visibility into your subscribers' engagement, Return Path has added a new experimental playground called... Continue »

The Best Welcome Email I Ever Received

As most email marketers know, a welcome email is one of, if not the, most important aspects of a successful email program.  For many of your subscribers, the welcome message is their first interaction with your brand so it’s crucial to make a positive first impression to help create a strong and lasting relationship. Plus, according to a recent Return Path welcome email study, people who read... Continue »