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 »

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 »

Hi & Goodbye: The Two Most Valuable Components of Your Email Program (Part 1)

There is a pretty common expression that I’m sure you have heard: “You never get a second chance to make a first impression.” Whether going on a first date, walking into a job interview, or that dreaded meeting of the maybe-future-in-laws, making a good first impression is critical. To dig a little deeper, though, why do we want to make a good first impression? While there may be slight variations... Continue »

Know Your Audience: Subject Lines and Brand Perception

Everything your company produces contributes to your brand, whether it is a new product, a revolutionary study, an impressive announcement, or an email subject line. Every aspect of your company is used by customers and prospects to determine the value and quality of your brand and compare it against your competitors. Naturally you have an approval process to ensure that press releases and other... Continue »