In From the Perimeter I’m at the Direct Marketing Association’s annual massive trade show (DMA*05) in Atlanta. While there are lots of things to potentially blog about, I think the most interesting one is the simplest. When I started attending the DMA’s shows six years ago, the only interactive marketeing companies who exhibited were email vendors and the occasional sweepstakes company — and any interactive marketing company who did bother to show up was relegated to a small booth space in a corner of the trade show floor, away from the real action. A friend of mine once told me it was easy for him to hit all the email guys at DMA — just walk around the perimeter of…
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WhatCounts
Response to a Deliverability Rant
Response to a Deliverability Rant Justin Foster from WhatCounts, an email service provider based in Seattle, wrote a very lengthy posting about email deliverability on the WhatCounts blog yesterday. There’s some good stuff in it, but there are a couple of things I’d like to clarify from Return Path‘s perspective. Justin’s main point is spot-on. Listening to email service providers talk about deliverability is a little bit like eating fruit salad: there are apples and oranges, and quite frankly pineapples and berries as well. Everyone speaks in a different language. We think the most relevant metric to use from a mailer’s perspective is inbox placement rate. Let’s face it – nothing else matters. Being in a junk mail folder is…