Return Path’s New Inbox Insight Product Helps Marketers Optimize Email Campaign Performance with Access to Competitor Email Strategies
Inbox Insight leverages subscriber panel data to give marketers accurate email engagement analytics to assess and outperform their competitors’ email campaigns
NEW YORK Sept. 18, 2012 Return Path, the global leader in email intelligence, today announced the availability of a new product, Inbox Insight, which provides competitive intelligence and benchmarking of key metrics to drive rapid improvements in email marketing performance. Inbox Insight allows marketers to optimize their email programs by providing access to robust competitive performance data and new, powerful engagement metrics derived from data spanning multiple leading mailbox providers and a proprietary panel of nearly 2 million email subscribers. The product is part of Return Path’s new Email Intelligence Suite for Marketers, an innovative suite of products designed to solve email’s toughest measurement and analytics challenges.
Inbox Insight offers full visibility into competitive campaigns through real subscriber activity, as well as tracks a variety of subscriber engagement actions. These track-able subscriber actions include the percentage of emails read, forwarded, deleted after reading, deleted without reading, subscriber engagement levels, ISP-marked spam, user-marked spam and other powerful engagement metrics to gauge how their brand is performing in comparison to the campaigns of their competitors.
“In the past marketers have lacked the ability to truly pinpoint what is and isn’t connecting with and driving responses from their target customers,”” said Matt Blumberg, CEO, Return Path. “Inbox Insight changes that; we’re giving marketers unprecedented access to information about their own, and competitors’, email campaign engagement to better identify and capitalize on opportunities to drive more ROI from their own email programs.”
With Inbox Insight marketers can view their email program side-by-side against the key competitors, see what is triggering the best email engagement in their industry and use these insights to optimize their email program. Users can look into the data to determine what days are the most effective to send out a campaign, compelling email titles and other important insights by gauging the performance of competitors’ campaigns. Marketers can also compare their email marketing campaigns to larger industry trends, as well as see how their list size compares to the list size of their competitors.
“Inbox Insight provides us with email performance data that we cannot get anywhere else. This product fills a big gap we had in gathering competitive intelligence and allows us to see where we could be doing better in driving the engagement we need to win,”” said Timothy O’Brien, group manager, Digital Communications, Intuit.
Inbox Insight enables organizations to augment their own analytics by tapping into the industry’s largest panel of representative subscribers. Return Path is the first industry player to leverage actual subscriber data with a panel of approximately 2 million users to offer the most meaningful and actionable intelligence for how their campaigns compare to competitors.
“We want to be innovative and best-in-class within our industry, and Inbox Insight is the only product that lets us to do that by showing us how competitive email programs are performing,” said Janet Bava, manager, Direct Marketing, Royal Caribbean International. “We also have more engagement insight into our email program beyond open rates and click rates.”
“Inbox Insight will have a direct impact on our revenue because the data from the tool will increase our advertising sales,”” said Jack Hogan, chief technology officer, LifeScript. “As a publishing business, we can now use our email performance data and that of our competitors’ to show our advertisers exactly why they should advertise with us versus competition.”
About Return Path
Return Path is the worldwide leader in email intelligence. We analyze more data about email than anyone else in the world and use that data to power products that ensure that only emails people want and expect reach the inbox. Our industry-leading email intelligence solutions utilize the world’s most comprehensive set of data to maximize the performance and accountability of email, build trust across the entire email ecosystem and protect users from spam and other abuse. We help businesses build better relationships with their customers and improve their email ROI; and we help ISPs and other mailbox providers enhance network performance and drive customer retention. Information about Return Path can be found at: returnpath.com.