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Send-Time Optimization Arrives at Return Path

Posted on 8.17.2015

Return Path is the latest email provider to launch send-time optimization features, among other capabilities in its Email Optimization Suite.

Through the email suite, marketers are able to deliver email messages on consumers’ schedules, optimize subject lines and compare email performance and subscriber engagement to select competitors and “best-in-class” senders. The suite is built on Return Path’s proprietary email data platform, the Return Path Data Cloud, and the new capabilities are designed to help marketers improve their return on investment (ROI) from their email marketing efforts without needing to change email service providers or significantly alter their processes.

“Email marketing is a mission-critical revenue and customer engagement driver for most businesses today,” said George Bilbrey, president of Return Path. “Our history in email deliverability and our unique and proprietary data assets put us in a strong position to provide additional products and services that will help our clients and partners be more successful with their email marketing campaigns.”

With Return Path’s Email Optimization Suite, marketers can leverage new capabilities to analyze behavioral data to identify when subscribers are most likely to interact with commercial emails and automatically deliver messages at those times. Moreover, marketers can compare the effectiveness of their subject lines, leverage customizable dashboards for access to insights, as well as view how their email creative renders across a broad spectrum of devices, browsers and email clients. Plus, the suite helps provide marketers with better inbox placement for participating mailbox providers and spam filtering services, including AOL, Cisco, Orange and Vade Retro.

It is also important to note that during beta testing, commercial senders reported that the new Send Time Optimization capability improved read rates by up to 25 percent. The capability is being offered as part of a new partnership with AudiencePoint, and will initially be available exclusively for Salesforce Marketing Cloud users.

“We’ve partnered with Return Path for years to optimize our email marketing campaigns, so we were thrilled to be offered the opportunity to get an early entry into their newest program,” said Marty Turman, senior director of CRM for Vail Resorts. “Delivering our messages at the right time for each customer is critical as we look to boost marketing performance through email.”

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