Testing: The Email Program’s Equivalent of Flossing

For many marketers, email testing can be considered the equivalent of flossing. When someone asks if you’re doing it, you say yes (even if you’re not). Why? You know it’s beneficial, it delivers results and that you should be doing it. However, it takes time, it can be somewhat unpleasant and you have to remember to do it often (preferably daily) and at a time when you just want to get everything... Continue »

Less is More: OptionsANIMAL Expands Reach and Revenue by Reducing File

Email acquisition program boosts customer engagement with Inbox Insight, new segmentation strategy In 2013 online trading education platform OptionsANIMAL noticed a significant change in their inbox placement rates (IPR). After trying to combat the problem in a number of ways, including changing email service providers, OptionsANIMAL suspected that the source of the issue was their mailing list,... Continue »

The "Internet of Things" to Increase Reliance on Domain Based Reputation

Just like “Big Data”, the “Internet of Things” is quickly becoming the most recent buzz-worthy term in the business and internet world. It essentially describes how a large number of devices become interconnected and communicate via the internet. While it is not a new concept, it’s becoming more of a reality and getting a lot of attention from companies like Google and Cisco.  Several sources... Continue »

Gmail Leads the Charge: Email Marketers Could Be in for another Wild Ride in the Year of the Horse

If you’re like many email marketers, you may be on the fence about whether or not Gmail is a friend, foe or frenemy. After all, last years’ roll out of the Tabbed Inbox is likely still fresh in your mind. At the time, there was widespread concern that having commercial messages be delivered to the Promotions Tab (as opposed to the Primary Inbox) would decrease response and engagement metrics. The... Continue »

Step away from the spam button. The unsubscribe opportunity.

Here at Return Path, we’re great advocates of transparency and believe that trying to hide your opt-out link somewhere deep in your email, or behind a login page usually means that you’re frustrating your subscribers. Frustrated subscribers leads to more complaints and more complaints leads to email landing in the junk folder. Recently we heard that Gmail have been listening to their users,... Continue »