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 »

Father of Spam, Mother of Invention: How Much Has Email Changed in 37 Years?

When Gary Thuerk sent the first bulk electronic mail promotion to about 400 people nearly 37 years ago to this day, it caused a firestorm of controversy, and to this date he is referred to as the “Father of Spam.” The message was unsolicited, and sent in bulk to a group of researchers and admins. In Thuerk’s defense, there was little opportunity to receive permission digitally back then. The world... Continue »

Want to Get More Out of Your Subject Lines? Try Testing.

How many emails are in your inbox right now? Do you plan to read all of them? If you are like most of us, you probably don't have that kind of time. Instead you will quickly scan through the list and open the handful that catch your eye. Catching the consumer’s eye is the goal of every marketer, and when it comes to email the subject line is the best way to do this. Considering how important the... 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 »

More Metrics That May Lead You Astray

A few weeks ago I wrote an article talking about how marketers need to stop using the Delivered Rate as a performance measure and should in many cases look to reduce their Delivered Rates, not increase them!  But the Delivered Rate is not the only metric leading marketers astray. Open Rates, Click Through Rates, even Inbox Placement Rates and Reputations scores are all misplaced focus points.  Ask... Continue »