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 »

A Marketer's Field Guide to Mail.ru

The Russian web-mail service, Mail.ru was launched in 1998. With more than 100 million active email accounts and 400 million total mailboxes, Mail.ru is the largest web-mail provider in Russia and on the European continent. The Postmaster and Anti-Abuse Team at Mail.ru are highly engaged with the public and have created an informative Postmaster page to help Senders understand what it takes to get... 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 »

[webinar] The Ultimate Guide to Blacklists

Please join Return Path on Wednesday, July 23rd at 11 AM  MDT / 1 PM EDT for The Ultimate Guide to Email Blacklists webinar.  Sarah Matthews and myself will take you through all the things you need to know about preventing and managing blacklistings. The webinar will include: What effect a blacklisting can have on ROI The role that blacklists play in spam filtering The blacklists marketers should... 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 »