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stats Email Marketing Performance in 2017 [PDF]

In this report we share the opinions of these executives on topics including: The most important objectives of an email marketing program; The most useful metrics for measuring performance; The most effective email marketing tactics for reaching objectives; And more! [...] [more] 
returnpath.com    Study

tactics New Inbox Insight feature 'Browse Campaigns' from Return Path

The email search engine includes background information on every message. Marketers can see the full email creative, examine details on the email sender, and access campaign performance metrics like read rate and inbox placement rate. Return Path customers can also save and download favorite campaigns to access at a later time. Marketers can also choose to search emails by date range, which could prove very helpful to email marketers that are eager to investigate -- and mimic -- the top-performing [...] [more]
returnpath.com    Intelligence, Tool

tactics Marketer’s Field Guide to Gmail, Outlook, and Yahoo! [PDF]

Read the guide to discover: How the world’s largest mailbox providers filter spam. Different inbox productivity features and how they can affect your email marketing campaigns. Which services each webmail provider has for marketers and how to sign-up for each one. What Gmail, Outlook.com, and Yahoo require for authentication, DNS, and more. Which mailbox provider has public whitelists and which ones use accreditation services. And more! [...] [more] 
returnpath.com    Deliverability

strategy 2017 Deliverability Benchmark Report [PDF]

Globally, one in five messages does not reach the inbox. Not only do they not reach the inbox, 70 percent of those messages are not delivered to the inbox or spam folder—rather they are blocked at the gateway. With 20 percent of email not reaching the inbox, marketers are missing out on not only potential revenue, but also the opportunity to build strong relationships with subscribers. In this year’s annual benchmark report, we take a look at how email gets delivered and the best way to measure inbox [...] [more] 
returnpath.com    Study, Deliverability

stats Where, When, and How Subscribers Are Interacting with Email

The rise of Gmail. A lot can happen in 5 years. In 2012, Yahoo mail dominated webmail service, with Hotmail in second place and Gmail in a distant third place. Fast forward to 2017, and Gmail’s share of webmail email opens has increased 53 percent, while Yahoo now sees just five percent of total webmail opens. [...] [more]
returnpath.com    Study, Trend

discussion 5 Applications For AI In Email Marketing

I’ve been involved in what is now called machine learning since the late 1980s. Compared to the state of the art then, the capabilities of today’s machine learning platform and techniques are breathtaking. A combination of new approaches and cheaper computing power makes what was once considered science fiction into fact (can you say “Hello, [...] [more]
returnpath.com    Intelligence, Trend

stats The Email Client Experience [PDF]

In this report, we look at how subscribers interact with email, analyzing: Which clients subscribers are using to read email. How much email is opened each day of the week on each client. How long subscribers spend viewing email on each client. And more! [...] [more] 
returnpath.com    Study, Trend, Sendtime, Mobile

tactics Creating a Profile Image for Your Gmail Subscribers

I love profile images. As a consumer, I can quickly glance over my messages and see who they’re from. And as an email marketer, it’s a great way to build trust with subscribers and create engagement. Many of the brands I subscribe to use this feature. If a sender doesn’t select an image, the default is a brightly-colored circle with the first letter of the sender’s name. We recently added our logo for Gmail users for our email marketing efforts (if you’re not on our newsletter list, fix that here). [...] [more]
returnpath.com    Design

stats How Can Emotions Influence Email Readers?

Identifying and measuring emotions is complicated, because customers themselves may not even be aware of them. Big data analytics and existing research open up a great opportunity to learn from emotions. By evaluating the word-emotion association, we identified the most common emotions perceived by the audience across 40,000 subject lines. Every subject line was classified according to the eight basic emotions from Plutchick’s Wheel of Emotions (anger, fear, anticipation, trust, surprise, sadness, [...] [more]
returnpath.com    Subjectline, Study

stats UK Elections 2017: Which Party is King of Email Deliverability?

The UK general election is just two weeks away, and campaigning is in full swing! With email being used to communicate with voters, it’s a great opportunity for us to pick apart each political party’s email program and see how they are using this channel to win votes. In a 3-part series, I’ll review performance against a range of deliverability and subscriber engagement metrics to identify the best (and worst) performing programs. I’ll conclude the series with a bold prediction of what the election r [...] [more]
returnpath.com    Event, Study, Deliverability

stats Emoji Use in Email Subject Lines [PDF]

The emoji of a clinking champagne glass had a 9% read rate on New Year’s, far below the average for all other emojis studied by Return Path during the holiday. Emails with the wrench emoji in the subject line over Father’s Day, however, boosted read rates to 22%. Likewise, the lips emoji drove email engagement around Valentine’s Day and increased read rates to 24% when compared to text-only promotions. [...] [more] 
returnpath.com    Subjectline, Study

law Canadian Anti-Spam Legislation (CASL) Campaign and Database Compliance Checklist [PDF]

Use this Checklist as a guide to assessing existing databases for compliance with Canada’s Anti-Spam Legislation (CASL). This will assist in determining what subscribers, if any, will require reconfirmation before or after CASL comes into force on July 1, 2014. This document is provided for informational purposes only, and is not intended as legal advice [...] [more] 
returnpath.com    Law

law CASL Update: What You Need to Know Before July

As you know, the Canadian Anti-Spam Law (CASL) went into effect July 1, 2014. CASL is a Canadian consent first email framework that requires a sender to obtain consent from a recipient before sending any messages. CASL is anti-spam legislation that applies to all electronic messages (i.e. email, texts) organizations send in connection with a “commercial activity.” Its key feature requires Canadian and global organizations that send commercial electronic messages (CEMs) within, from, or to Canada to r [...] [more]
returnpath.com    Law

stats The Hidden Metrics of Email Deliverability 2016 - Industry Benchmarks for 7 Key Measurements [PDF]

Although overall spam placement increased slightly year over year (13% in 2016 vs 12% in 2015), positive engagement metrics like read rate, reply rate, and forward rate also saw significant improvement. Industries with the lowest spam rate (banking/finance, distribution & manufacturing, travel, and utilities) also exceeded nearly every benchmark for subscriber engagement. The amount of email delivered to the spam folder ranged from just 6% (banking/finance and distribution & manufacturing) to 24% [...] [more] 
returnpath.com    Study, Trend, Deliverability

discussion Ask the Experts Gmail Webinar Q&A continued

We are really happy with the turnout for the Ask the Experts: All About Gmail webinar that we had a few weeks ago. We covered several of the participant’s questions during the webinar but ran out of time during our live Q&A to answer some of the great questions we received. Below are some quick responses to the questions we collected and wanted to address. [...] [more]
returnpath.com    Deliverability
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