Who Needs Another Email Optimization Product?
I’m fairly new to Return Path, having joined the company in March of this year. I’m also new to the email industry. I have to say I’m surprised by how many email marketers are just like me, new to this space.
It’s an exciting, dynamic industry with much to learn. The world of email marketing has a lot of nuances that can impact performance, which is why I think email optimization is so critical.
Here are some interesting things I’ve discovered recently:
- The inbox is a battlefield. The average consumer is exposed to hundreds of marketing messages each day. I was shocked to find out that only one in fifteen of those messages gets opened. Yikes!
- What does “delivered” really mean? 17% of commercial emails never reach the inbox. They either land in spam or get blocked. So if one in six emails don’t make it to their intended recipient, that has a huge impact on the success or failure of an email program.
- Email personalization is hard. Everyone talks about it but unless you have a sophisticated email program, you’re looking for quick (and easy) wins.
You may not be aware of this, but addressing these issues is what Return Path is all about. Today we launched a new version of our Email Optimization Suite, including new capabilities that allow marketers to deliver email on consumers’ schedules, optimize email subject lines, and compare email performance and subscriber engagement to select competitors and best-in-class senders.
Why does Return Path stand out from others in the email industry?
Return Path has been an active part of the email ecosystem for more than 15 years. And we’ve got relationships with 70+ mailbox and security providers representing 2.5 billion email accounts, plus in-depth behavioral insights from the inboxes of more than 2 million individual consumers. We use this data to fuel our solutions, which means better business decisions for you and your company.
I’m really excited about this launch and think we’ve got some solutions that help make the job of being an email marketer easier and more impactful.
If you are interested in learning more about these new solutions, I’ll be presenting at an upcoming Return Path webinar on September 1, 2015: How Email Marketing Drives Value. Hope you can join us!