Orange Partners with Return Path to Maximise its Subscribers’ Email Experience

As a global telecommunications operator active in more than 20 countries worldwide, Orange is a trusted brand that has always viewed its consumer email service as a private medium that must be protected and optimised. The company decided today to continue strengthening its strategy to offer a rich and innovative user experience on its email platform, through the Return Path Certification... Continue »

Microsoft Changes List-Unsubscribe Requirements

Microsoft recently confirmed changes to how they support the list-unsubscribe header in their webmail interfaces, and now only accept the mailto URI. The updated Outlook.com postmaster page states: In order to receive unsubscribe feedback, senders must include an RFC2369-compliant List-Unsubscribe header containing a mailto: address. Please note that we only enable this feedback via email, so URIs... Continue »

Optimizing Email Performance Using New KPIs

Email marketing is the most effective online marketing channel that consistently delivers the highest ROI (Return on Investment) of all digital channels. I therefore see email marketing as performance marketing, though some of my industry peers may disagree. Email marketing is performance marketing Let’s take a look at the reasons why I consider email marketing to be performance marketing:... Continue »

Why Adding New IPs Won’t Necessarily Solve Your Complaint Issues

I recently ran into a situation where a client was asking if adding additional IPs would help reduce the “carryover effect” of complaint rates and improve their sending reputation. Here is my response and supporting reasoning, which may be helpful if you find yourself in a similar situation. First of all, let me explain what I mean by a “carryover effect.” A carryover effect in complaints occurs... Continue »

Mailbox Providers Don't Want To Ruin Your Holidays

You see it all the time. From the highway crew that's out there taking away a lane or two for routine maintenance during rush hour on a major thoroughfare, to the retail store that closes down registers during peak hours, to the restaurant that has just a skeleton staff of cooks and servers on busy days like Mother's Day, businesses everywhere deal with their highest volume periods by making sure... Continue »