Many marketers I work with have challenges with obtaining and maintaining a high quality subscriber list file. High quality in most cases means subscribers that open your email, read it and take the actions you are asking them to take such as visiting your website, buying a product or downloading a report. When I ask marketers about their approach to subscriber quality, many use some of the basic... Continue »

Many companies often come to Return Path with the unfortunate problem of having IP addresses or domains listed on one of the most important spam blocklists around -- Spamhaus. Spamhaus’ mission is to track the Internet’s spam operations and sources and to provide real-time anti-spam protection for Internet networks. If Spamhaus listed your IP addresses or domains, it is because they see activity... Continue »

Over the past two weeks you have been provided a lot of information about how to authenticate your email streams and create a DMARC record. Ultimately, it should be a goal for any organization that relies on email as a revenue center to block suspected fraudulent messages from being received by subscribers. However, it is important not to rush in to blocking suspected fraudulent messages until you... Continue »

Imagine for a moment that you own a brick and mortar store and one of your customers comes up to you and tells you they won’t be coming in to your store any more in the future. What would you do? If the customer never bought anything from you in the past, you might not be too concerned and maybe ask them what the problem is as you walk with them to the front door and watch them leave. But what if... Continue »

Over the past several years I reviewed the deliverability and reputation of many marketers. While every company has their strengths and weaknesses when it comes to general deliverability best practices, one needed improvement stood out: how to measure campaign performance. The data gathered and interpreted in most cases only tells part of the story and often leads to marketing managers scratching... Continue »