Return Path Adds Send Time & Subject Line Optimization Tools To Its Email Marketing Platform




  • The company says beta tests of the new send time optimization capability increased read-rates by 25 percent.




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    Return Path has rolled out a new version of its Email Optimization Suite that includes send time and subject line optimization capabilities, along with certification for specific email providers and an Executive Scorecard.


    According to the release, Return Path’s new send time optimization tool analyzes data to determine best times for sending marketing emails.


    During beta testing, commercial senders reported that the new Send Time Optimization capability improved read rates by up to 25%.

    Return Path said the Send Time optimization tool increased read-rates by as much as 25 percent during beta tests but noted it is only available to Salesforce Marketing Cloud users, as it is part of its new partnership with AudiencePoint.


    The subject line optimizer compares subject line copy against marketing emails from thousands of brands and industries to determine which subject lines drive more engagement.


    Also included in Return Path’s updated Email Optimization Suite is an Executive Scorecard that compares email success rates against competitors, customizable dashboards, and email certification for the following email service providers: AOL, Cisco, Orange and Vade Retro.





    (Some images used under license from Shutterstock.com.)