Symbolically Sinking – 10 Findings on Symbols in Subject Lines

Two years ago I wrote a blog post on the use of subject line symbols. At the time, I made the point that the approach was more effective when the use was intentional – using them to provide an indicator of content or message type, for example. There is clearly still a lot of interest in this topic. Screen sizes are getting smaller, and senders are being challenged to fit more information into less... Continue »

Webinar: 2014 Email Retrospective & Predictions for 2015

Over recent year’s it’s become somewhat of a tradition that at the beginning of the New Year we look back at some of the most notable developments in the year just past. Together with Dale Langley our Senior Email Consultant, I will aim to predict the email game changers in 2015. We hope you can join us for our “2014 email retrospective and 2015 predictions” webinar on 4 February at 1pm GMT/2pm... Continue »

Auto Trader UK Wins DMA Silver

We were delighted to hear that Auto Trader UK, who recently became a new Return Path client, came up trumps at last week’s DMA awards, with silver in the Automotive category (see http://www.dmaawards.org.uk/2014-silver-automotive). This was a great multi-channel campaign that illustrated the simplicity of saying ‘Hello, Goodbye.’ The core TV ad showed people leaping from car to car to in a... Continue »

Moan, Moan, Moan – All You Ever Do Is Complain! Part 4

In the previous 3 installments of this blog series, we have considered the points of pain across the email life cycle that causes subscribers to register spam complaints. We’ve looked at how shortcomings with the sign-up process, lack of recognition, and reduced relevance can all contribute to increased complaint activity. In part 4, our focus is on what happens when subscribers want to leave your... 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 »