Moving to a New ESP Doesn’t Have to Be So Hard (just ask Tommy Bahama)

Building an ESP relationship that meets evolving business needs can be a challenge. Some email marketers wait too long to switch, sometimes long after their priorities have shifted. They don’t need to. Tommy Bahama, the island-inspired lifestyle brand, found itself in exactly that position. Its marketing team had developed a high-performing email program and invested in building a great email... Continue »

Benchmarks: Is One Ever Enough?

The term “benchmark” is derived from the 19th-century practice of marking stones to indicate where “benches,” a type of bracket for mounting land survey equipment, should be placed[1].  Benchmarks allowed land surveyors to locate their equipment in exactly the same place from survey to survey and thereby ensure the accuracy of their work. From those simple origins, benchmarking has become... Continue »

Small Numbers, Big Returns (or how to increase the value of your email program by $1 million!)

I often talk to  clients about the financial value of their email programs. Sometimes this number is clearly defined but often it’s fuzzy at best, and non-existent at worst. This shouldn’t be surprising. In the DMA’s excellent “National Client Email Report (February 2014)” 40% of respondents said they were not able to calculate the revenue generated by their email marketing activities. Peter... Continue »

Which Blacklists Does Gmail Use? New Infographic and Webinar.

Return Path proudly holds the Return Path certified whitelist in the arsenal of tools we can provide clients. With such a whitelist, it’s easy to feel like the “white hat” of email marketing. Despite a world of spam and poor marketing practices, Return Path champions the good senders. You can almost imagine Return Path as The Lone Ranger defending the Old West. Well, almost. But with every... Continue »

Battle of The Brands - Healthy Competition is Really a Good Thing

One of the great things about working at Return Path is the ability to work with our unique data in new and interesting ways. Last year, we released our subscriber overlap feature in our Inbox Insight product that let brands know how much of their list overlaps with other brands, and who wins when they compete head on for the attention of those shared subscribers (check out our Battle of the... Continue »