An important tool for any marketing automation strategy

ReturnPath as its formerly known has been an important connection to understanding the relationship we've had with ESPs over the years. While we as a business are focused on how we communicate to our customers, the insight and consultation ReturnPath has provided help us contextualize how we also communicate with the ESPs, by proxy whether in positive or negative ways. It's often a misconception, from colleagues at all levels of business, that we have direct control or even able to communicate with Hotmail and Gmail, etc. directly, we don't. We're building a reputation (IP reputation) with the ESPs, only by trying to build a relationship with our customers. ReturnPath opens that door, in understanding, giving us the insights, we need to interpret how our strategy at large can have meaningful and sometimes unintended consequences, by being solely driven by the customer contact strategy or ROI.