I recently celebrated my birthday and received a few nicely crafted birthday emails from retailers that I have a relationship with.  We’ve all heard before that birthday emails typically generate better response rates than normal email newsletters and promotions, but I wanted to see for myself if that was true.  I know I opened and interacted with each of these emails, but did others?  To answer this question, I used data found in Return Path’s subscriber engagement and competitive analysis...

Email marketers are great at tracking positive engagement on their emails in the form of opens, clicks, conversions, and forwards/shares.  But you should be tracking negative engagement in the form of unsubscribes and complaints as well.  Unsubscribes are usually easy to track, since they are generally received and processed through your sending software.  But complaints can be a little harder to track and act on, since the complaints happen within the receiver interface.

So how do you know when...

As with in any industry, those of us in the email deliverability world tend to throw out a lot of jargon. If you're new to the wonderful world of email, much of it may be jibberish to you. To help newbies and vertrans alike, I have put together a list of the top 80 email deliverability terms you should know. Below is part three of three (S-Z). Parts one (A-H) and two (I-R) have already been published, be sure to check them out!

Segment: The ability to slice a list into specific pieces determined...

As with in any industry, those of us in the email deliverability world tend to throw out a lot of jargon. If you're new to the wonderful world of email, much of it may be jibberish to you. To help newbies and vertrans alike, I have put together a list of the top 80 email deliverability terms you should know. Below is part two of three (I-R). Part one (A-H) was published last week, and part three (S-Z) will be live next week.  

Inactives: Also referred to as "non-responders". Defined as the...

As with in any industry, those of us in the email deliverability world tend to throw out a lot of jargon. If you're new to the wonderful world of email, much of it may be jibberish to you. To help newbies and vertrans alike, I have put together a list of the top 80 email deliverability terms you should know. Below is part one of three (A-H), stay tuned for parts two (I-R) and three (S-Z) over the next couple of weeks.  At this rate, you'll be an old pro by Thanksgiving!

Above the Fold: The part...