Return Path’s Weekly Roundup

Posted by Tom Sather on

E-mail is officially dead. Long live email!

No, this isn’t yet another post in the defense of email and its effectiveness. I think we all get that. However, the AP Stylebook officially tweeted that the shortening of electronic mail has gone from “e-mail” to now, and officially, “email.” If you used AP Style for your writings, which many publications do, it’s time to update your dictionaries.


At Return Path, we believe social media and email go together like peanut butter and chocolate. They’re great on their own, but are even better when combined. Let’s face it though, email is still the main driver for web site traffic and sales, and people are more willing to receive marketing messages in their inbox than their social media site. Mashable gives a how-to on optimizing email marketing for social media results. They provide one case study of Dingo using email to successfully boost their Facebook followers, and how Crocs grows their email lists by tweeting about exclusive offers only available through their email newsletter, and also by adding a Facebook tab dedicated to acquiring more email addresses.

You can read about these examples here.


What’s in a domain name? Apparently a lot. In one of the most fun articles I’ve read in a long time, Hunch looks at what the average webmail person looks like. Yahoo users are mostly younger women, mothers, overweight, and extroverted. AOL users are the same, but much older. Hotmail users are younger, single women. Gmail users are male, thin, educated, liberal, introverted, childless, and urban. I’m a Gmail user for the record.

You can read the original blog post here. I also recommend checking out the interactive version.


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About Tom Sather

Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.

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