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Intelligence To Pass Email’s Toughest Tests

Posted on 9.18.2012

It’s been a busy week for the folks at Return Path, as the inbox placement solutions provider has apparently been hard at work developing a suite of new tools aimed at solving “email’s toughest measurement and analytics challenges” for its customers, including achieving inbox placement, gaining an advantage over their competitors and preventing phishing and spoofing.

First up is the new Inbox Insight tool that offers competitive intelligence and benchmarking of those crucial metrics that drive rapid improvements in email marketing performance. With Inbox Insight, marketers will be able to optimize their email programs thanks to access to competitive performance data and engagement metrics that are taken from information across multiple leading mailbox providers and almost 2 million email subscribers.

Inbox Insight will provide full visibility into competitive campaigns using real subscriber activity data and engagement actions, including the percentage of emails that were read, forwarded, deleted after reading or deleted without reading, as well as subscriber engagement levels, ISP-marked spam, user-marked spam and more. Best of all, marketers can use the tool to view the results of their email campaigns against their key competitors to see what is encouraging the most engagement in their industry.

Sticking with the inbox, Return Path is now also offering Inbox Monitor, which grants increased visibility into a client’s inbox placement rate (IPR) using the same subscriber data, as well as advanced seed-list technology, thus providing meaningful and actionable intelligence that allows marketers to assess and improve inbox placement issues on an ISP-by-ISP basis. Ultimately, this will help maximize both inbox placement and campaign ROI with relevant insights about overall campaign performance, while also identifying issues that result in lower inbox placement.

Finally, Return Path wants to help its clients better brand themselves. In an effort to help preserve customer trust in the company’s emails channel, the new Email Brand Monitor tool studies an organization’s email streams “to ensure proper authentication” and “combat phishing attempts disguised as outbound email” coming from the business. It will also give marketers more information about known, unknown and potentially fraudulent email traffic. Through daily and weekly digest reports, Email Brand Monitor helps keep marketers in-the-know and helps them maintain the email standards of their clients, even when they use third-party mailing services.

Overall, the Email Intelligence Suite for Marketers was created to help maximize the performance and accountability of email campaigns by incorporating access to data, analytics and actionable insights that drive optimal performance, as each of the tools uniquely addresses key challenges facing email marketers today.

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