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 »

Email Space Monkeys: Use Seed Data to Test Your Campaign before Hitting "Send"

If you’re anything like me, you might think of an email campaign as a space ship… Okay, maybe that’s just me. As we all know, just like rockets and other spacecraft, some email campaigns might fly through the metaphorical heavens while others may never get off the ground. As legendary aerospace engineer Burt Rutan, the brains behind Voyager, once said, “Testing leads to failure, and failure leads... 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 »

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 »

In NYC Next Week? Come See Us at Salesforce Connections!

  Salesforce Connections begins next Tuesday at the Javits Center, showcasing the latest digital marketing insights and solutions that top brands are using to solve big problems. Return Path and Salesforce Marketing Cloud have been partners for more than six years, jointly servicing more than 600 mutual clients. Return Path will be both a platinum level sponsor and a key content partner at... Continue »