Welcome to the Off-Season ... Now Get to Work

By Tom Sather

If this time of year marks your off-season, then segmenting, testing and sharpening your email program now will give you plenty of time to try new approaches, take risks and learn what will resonate with subscribers during your busy time. If you're in your peak season, follow the same steps to use whatever down-cycle time you have to optimize your email marketing program and revenue for 2016.

Tom Sather is the senior director of research at Return Path, an email marketing solution that helps to improve deliverability and ROI.

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Return Path, Inc.

Tom Sather Author's page Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.