The One Metric Every Email Marketer Needs to Stop Measuring

Successful marketers know the right metrics that are critical for success. If you’re an email marketer, you look to a variety of metrics to determine success such as your open rate, click-through rate, and conversion rate. If you’re a Return Path customer you’re probably even tracking your reputation details, as well as your Inbox Placement Rates (IPR). However, there’s one measurement that’s... Continue »

Spring is a Wonderful Time of Year

Spring is a wonderful time of year. Winter clothes are put away, baby birds are singing, flowers are blooming, and people are cleaning house. Maybe you’ve heard the term, spring cleaning? It’s an annual tradition of cleaning house from top to bottom that usually takes place during the first days of spring, hence the name. It’s also used often in business; for example, you’ll see the term spring... Continue »

7 Things Every Team Should Know Before Hitting "Send"

As a member of Return Path's Professional Services team, I’ve had the opportunity to help many clients make positive changes to their email program. Among all these interactions, one common discussion point is the importance of following email best practices and how failure to do so can negatively impact their overall program. And sometimes, my work with clients includes creating... Continue »

Email Data: Getting Beyond Opens, Clicks, and Conversions

As a veteran of two ESPs with over 10 years of experience, I can tell you that the goals of an ESP are pretty clear: help clients grow their business through email. To do that, ESPs offer sophisticated tools to build and deploy email campaigns, manage subscriber lists and content, collect campaign data, and report on program results. But a truly successful email program requires more than just... Continue »