Focus on the Fundamentals

“In the end, it’s extra effort that separates a winner from second place. But winning takes a lot more that, too. It starts with complete command of the fundamentals. Then it takes desire, determination, discipline, and self-sacrifice. And finally, it takes a great deal of love, fairness, and respect for your fellow man. Put all these together, and even if you don’t win, how can you lose?” — Jesse... Continue »

How to Build a "Unicorn" Email Program

For years I’ve been searching for a digital marketing "unicorn"—that perfect user experience that goes beyond best-in-class to capture my attention, motivate my loyalty, and liberate my credit card. My search has intensified over the last months, driven by a need to refresh my retail test inbox as well as my closet.  Exploring far and wide in the apparel retail space as both a consultant and... Continue »

List Validation Service FAQs

List validation services are a hot topic among many senders recently. But aside from the information on each service’s individual site, it can be hard to find basic education on their function and purpose. Before you buy a list validation service, read through these FAQs to gain a better understanding of how and why a validation service might benefit your email program. What is a list validation... Continue »

Return Path Recognized on Online Trust Alliance’s Honor Roll for 6th Consecutive Year

Eliminating the impact of email fraud is a core mission here at Return Path. That’s why we’re honored to be named to the Online Trust Alliance (OTA) Honor Roll for the 6th year in a row.   To compile the Honor Roll, OTA evaluates sites and mobile applications based on dedication to consumer protection, privacy, and security. Their annual study includes nearly 1,000 sites across a variety of... Continue »

Why You Should Stop Using a Shared IP Address

From the time we’re little kids, we are taught to share. We share our gum, we share rides, we share an umbrella in the rain. But for an email marketer, there are times when you shouldn’t share—especially when it comes to sharing an IP address. So what is a shared IP address? It’s an IP address that is used by more than one sender to deploy their emails. Shared IP addresses are most commonly used... Continue »