Return Path Updates Email Optimization Platform

Data solutions provider Return Path today introduced the next generation of its Email Optimization Platform, which gives marketers new levels of insight to manage their deliverability and improve email campaign performance. Features of this release include a Mission Control dashboard, ESP Connect, and Deliverability Wizard.

With the Mission Control dashboard, marketers get at-a-glance insights into how their campaigns are performing. ESP Connect gives marketers a holistic view of their email marketing results by importing data from their email service provider directly into Return Path's Email Optimization platform. The Deliverability Wizard uses data science and modeling to identify deliverability problems as they're happening, analyze the root cause, and pinpoint specific steps to resolve the issue.

With the Deliverability Wizard. users are alerted to deliverability issues through a pop-up notification. The wizard then guides users through a series of questions to validate the problem source and identify the most likely solutions. Finally, the wizard suggests customized, step-by-step tasks to resolve the issue, as well as resources for additional learning. The wizard actually learns over time, based on user feedback.

"Recognizing a deliverability issue is important, but solving the issue is critical, and it's not always obvious where to start," said Miranda Reeves, Return Path's vice president of solutions management, in a statement. "Our new Deliverability Wizard puts marketers in the driver's seat and provides customized advice to improve deliverability.

"In order to be effective, marketers must be able to easily understand how their campaigns are performing, then quickly take action to resolve their most critical issues," Reeves continued. "With these new product innovations, we're working to ensure that marketers have the data, recommendations, and resources they need to ensure email success."

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