Hi & Goodbye: The Two Most Valuable Components of Your Email Program (Part 1)

There is a pretty common expression that I’m sure you have heard: “You never get a second chance to make a first impression.” Whether going on a first date, walking into a job interview, or that dreaded meeting of the maybe-future-in-laws, making a good first impression is critical. To dig a little deeper, though, why do we want to make a good first impression? While there may be slight variations... Continue »

The Tale of the SPF Recovery!

At Return Path, we have the opportunity to work with some very sophisticated email marketers and I'm very lucky to be working with one in particular. This marketer sends from several domains because they juggle multiple brands across international markets (so you get all the variations of .fr, .de, .be, etc.). When we began collecting data on one of their new domains, our tools detected a strange,... Continue »

Email & the UK Election: We Call the Outcome!

In the first three parts of my series on Email & the UK Election, we have investigated the email deliverability, subscriber engagement, and supporter profiles of each of the main parties contesting the election. Now it’s time to pull these strands together and see whether Return Path’s email intelligence can predict the outcome. This will be our version of fivethirtyeight.com, although I’m not... Continue »

Email & the UK Election: Inbox Contents & Supporter Profiles

In the first two parts of my series on Email & the UK Election, we have considered the impact of email deliverability and subscriber engagement on the effectiveness of the political parties’ email programs. In Part 3 we explore whether the emails subscribers receive can be used to create a top-level profile of their interests, needs, and beliefs - like an email version of Experian Mosaic,... Continue »

Email & the UK Election: Are Voters Engaging?

In the first part of my series on Email & the UK Election, we looked at the deliverability challenges faced by political party email programs. Factors such as sign-up processes, sender reputation, and authentication practices, all influence delivery rates, and we saw which programs are achieving best placement. We also calculated the real financial impact to the parties of poor deliverability... Continue »