Return Path Names Marketing Technology Industry Veteran Scott Roth Chief Marketing Officer

Strategic growth specialist to spearhead awareness, demand generation, brand development initiatives for marketing analytics leader NEW YORK – OCTOBER 28, 2014 – Return Path today announced that marketing technology industry veteran Scott Roth has joined the company as chief marketing officer. Roth will lead Return Path’s global market awareness, demand generation, and brand development... Continue »

Time to Optimize Your Opt-in Form

With the holidays right around the corner, you (hopefully) will have tons of new website visitors looking to fill the holidays with cheer. Many of these website visitors are not only potentially new customers, they are also potentially new email subscribers. Here are some tips to optimize your website opt-in forms so you can make your email holidays merry. 1. Include an email capture form on... Continue »

Ask These Questions – Now – to Reshape Your Email Strategy in 2015

Thinking about 2015 when you’re still gearing up for the 2014 holiday shopping season may seem premature. However, it’s actually an ideal time to plan for next year. Use the relative calm before the Black Friday/Cyber Monday storm to map the changes you’d like to drive with your email marketing program. This isn’t a wish list of resources or software or a calendar of campaign sends, but... Continue »

Moan, Moan, Moan – All You Ever Do Is Complain! Part 3

Last time out, we looked at why new subscribers might complain when they start to receive emails from your program – even though they had provided consent at the time. This was largely to do with failure to recognize the sender, and the reduction in trust as a result. In this installment we are going to consider why more mature subscribers complain – people who have been part of your email program... Continue »

Moan, Moan, Moan - All You Ever Do Is Complain! Part 2

In the first part of my series about why subscribers complain we considered some of the common pitfalls encountered when bringing new members into your mailing list. In part 2 we look at the next potential hazard - when you send them their first email! Once new subscribers are signed-up, the next set of complaint drivers are all about recognition. If recipients don’t make the connection between... Continue »