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Return Path Helps Merchants Get Their Emails Delivered

Your emails may not be getting into the hands of your customers, and one email service provider has a new approach to trying to attack the problem. Return Path launched a new Deliverability Wizard as part of its “next generation” Email Optimization Platform.

While it’s distressing to online merchants to think their marketing emails are not landing in the inbox, the problem is actually much greater. What about transactional emails such as tracking notifications letting buyers know their packages have entered the mail stream?

The problem also goes far beyond ecommerce – popular blogger and marketing guru Seth Godin reported on the choke points (including Google and Facebook) that keep some of his subscribers from receiving his email newsletter – if he’s having problems, what’s a mere online merchant to do?

Return Path said more than one in five commercial emails get blocked or placed in spam. “Deliverability issues can seriously damage a marketer’s ability to reach a customer’s inbox. Oftentimes, marketers don’t even realize they’re having deliverability issues and that lack of visibility is the difference between a successful and failed campaign,” it wrote.

The new platform promises to provide marketers new levels of insight to manage their deliverability and improve email campaign performance. Features of the release include a Mission Control dashboard, ESP Connect, and the new Deliverability Wizard. You can find more information on the ReturnPath.com website.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.