Return Path, Inc.

Subject Line Testing in 3 Easy Steps
February 13, 2018 at 9:10 am

Subject line testing is one of those things that's always on the “to do” list, but somehow seems hard to make happen. There are a thousand reasons why: lack of creativity to come up with variations, last-minute issues to resolve before the campaign goes out, uncertainty about how to split up the list … Subject…

Metrics That Matter: Email Benchmarks for 2018
January 11, 2018 at 11:46 am

Last month, I shared a collection of retail industry benchmarks to help with 2018 planning, and noted the fact that email has grown significantly to 3.7 billion users in 2017. As we enter the new year, it’s also an ideal time to review how specific performance metrics from your email program compare with other email…

3 Quick Deliverability Tips Ahead of the Holiday Rush
November 10, 2017 at 9:01 am

Holiday spending online is projected to grow more than 15 percent during the 2017 holiday season, and 2 percent for brick-and-mortar stores, according to eMarketer. That’s $916 billion in holiday spending opportunity for retailers over the next couple of months. For many, the holiday campaign planning cycle has been in full swing for several weeks…

3 Trends Impacting Email: Deliverability is Evolving, Part 1
January 23, 2017 at 5:53 pm

Each January for years now, we read something from the digital marketing industry announcing that “Email is Dead!” Yet each year, email remains the stronghold of both return on investment ($38 for each dollar spent) and conversion (66 percent). Email is NOT dead, or dying, or ailing. Email is evolving. Some of this evolution is…

Late Season Tweaks for the Best Back to School
August 30, 2016 at 1:35 pm

This time of year can be very hectic. We (and our customers!) are running around in a rush to prepare for back to school (BTS). From the flurry of deals filling inboxes to the competition of price matching to the stream of commercials on TV and radio, we're in the throes of this prime retail…

Poor List Hygiene? Email List Validation Services Can Help
July 19, 2016 at 8:53 am

Email is one of the most prolific and effective forms of marketing. However, a successful email program is more than just compelling copy and beautiful creative. It also requires a high-quality list of engaged subscribers. Keeping a clean list — one that’s free of invalid email addresses, spam traps and purchased addresses — not only…

Want Better Visibility Into Campaign Performance? Look at Read Rate
May 4, 2016 at 9:30 am

For email marketers in the retail industry, developing a strong relationship with your subscribers is critical to your company’s bottom line. Therefore, many marketers are making data-driven decisions to fuel their campaigns. One metric that can help you more accurately analyze your email program is read rate — i.e., the percentage of subscribers who have…

Why Planning Your Email Campaign is Like Throwing a Party
March 31, 2016 at 8:28 am

Do your email subscribers want to come to your party? Hosting an event is a great way to build relationships while treating your friends and family to a good time. Everyone loves a great party, especially one that’s memorable, leaving guests in anticipation of the next invitation. This is the same way subscribers should feel…

Engagement Metrics: Listen for the Sound of Customers Leaving
May 29, 2015 at 2:58 pm

Some brands simply hang onto email subscribers better than others. They develop stronger relationships, more organic list growth, spend less on acquisition, and their customers’ lifetime values are higher — often dramatically so — than their competitors’. Among the differences between these leaders and the brands they outperform is systematic early intervention to anticipate and…

Mother’s Day Email Marketing Trends
April 30, 2015

We took a look at email marketing trends from Mother's Day 2014 across major floral brands (ProFlowers,, FTD, Teleflora, FromYouFlowers) and found similarities and differentiators in key areas — subject line, body and call to action (CTA).