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 »

Hi & Goodbye: The Two Most Valuable Components of Your Email Program (Part 2)

As we discussed yesterday, first impressions are incredibly important in both personal and professional settings. For your brand, a well-executed welcome email is a great way to make a good first impression with new subscribers.  On the other end of the customer relationship—the goodbye—there's another well-known expression to keep in mind: Don't burn your bridges. Unsubscribes will happen, and... Continue »

Use Email for Building Customer Relationships

For marketers, keeping customers engaged with their email program and brand is a constant challenge. Most marketing programs include promotional emails, general newsletters, order information, and receipts—which is a good start, but these emails don't provide a lot of reason to engage beyond the immediate transaction. Some smart marketers have taken the next step, creating email messages that are... Continue »

Welcome to the Off-Season ... Now Get to Work

For many retailers the fourth quarter is the season of return on investment. To capitalize on it, email marketers often use the early fall to begin their ramp-up and enter the holiday season with gaining consumer mindshare and optimal inbox placement. But is this soon enough? Research shows that subscribers tend to be less engaged with retail brands during the summer, when holiday gifts and... Continue »

Is Your Email Program Ready for Google's New Algorithm?

Google recently announced that it will expand its use of mobile-friendliness as a ranking signal for search results on mobile devices.  The change will be introduced starting April 21, and will apply to mobile searches in all languages worldwide. And, effective immediately, Google will begin using content from indexed apps (limited to Android only for now) in search results for signed-in users who... Continue »