Return Path gets to the root cause of deliverability issues and helps you course correct
July 15, 2014
Return Path gets to the root cause of deliverability issues and helps you course correct
Score 10 out of 10
Vetted Review
Verified User
Modules Used
- Return Path (legacy)
Overall Satisfaction with Return Path
Return Path is being used by the resale part of the Ticketmaster organization to help maintain strong deliverability of our emails, and to ensure we're employing white hat practices. We contracted Return Path to perform an audit of our email services as they were fragmented--across many different platforms with different business owners, with practices and processes put into place that were no longer relevant or beneficial to the company. Return Path helped us identify root cause issues for low performing deliverability, and once the issues were made evident, business and IT stakeholders were able to make adjustments that ensured our emails were following best practices. Today, I use it as a monitoring tool to ensure deliverability is high (typically above their customer average and in the mid to high 90s); and also to the shift in how consumers are consuming email: today our first screen is mobile (primarily smart phones) which means we are reevaluating the template and also how to measure successful campaigns.
Pros
- Individualized attention. They really dug in to understand our products and services.
- Easy-to-understand training and actionable items that you can sustain over a long period of time.
- They're embedded in our instance of Exact Target, so I'm able to review the entire email program and don't have to open up a separate tool to gather this information.
Cons
- Some of the functionality that Return Path offers was not yet available in the version they provide through Exact Target
- Can more quickly identify issues as we're able to get very granular into the details of how our email program is performing. For instance, seeing how quickly customers were migrating to opening their email on mobile devices has caused the reworking of the template to become a priority.
- Broader reach of emails with improved deliverability, therefore improved conversion.
- Increased employee efficiency as we're able to monitor performance in real time.
When reviewing competitors to do the audit and to give us insight into our deliverability, Return Path seemed to have a more strategic sense of the issue and they were able to dive deep to get to the root cause, whereas some of the competitors where diagnosing on the phone before understanding the magnitude of the issue and the fragmented system that was in use; they wanted to sell their product vs. understand and help fix the issue.
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