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 »

Did Estee Lauder and Clinique’s Lunar New Year Emails Payoff?

Over this past weekend, San Francisco’s Chinatown hosted their annual Chinese New Year parade. Approximately one million people attended the event to enjoy the lion dancers, floats, fireworks, and of course, the 200-foot long Golden Dragon. In my last blog, I praised Estee Lauder and Clinique for recognizing the Chinese New Year holiday in their emails. In this blog, I will share some of their key... Continue »

Hit the Slopes – Learning Valuable Email Marketing Lessons from the Popular Winter Sport

Although this year’s cold weather has been particularly brutal, winter has always been my favorite time of year since it means I can hit the slopes. And recently while skiing in Vermont, I began to realize how much my favorite pastime and email marketing have in common. Just like you can learn some valuable email marketing lessons from Super Mario Brothers or fantasy football, skiing has a lot to... Continue »

Authentication 101 - The Fundamentals

What is authentication? Email authentication is the process by which a sender is validated through published records, such as SPF and DKIM, that they are who they purport to be. After hitting send on an email, the originating server sends the message with identifying information to the recipient’s mail server. This server queries DNS with that information and uses the records provided to validate... Continue »