Return Path’s Email Optimization Platform is designed to give marketers new levels of insight to solve deliverability issues and improve email campaign performance. Features of this release include a Mission Control dashboard, ESP Connect and a new Deliverability Wizard.
Nearly one quarter (22%) of marketing emails sent during the first half of 2013 with subscribers’ permission never reached their inboxes, according to the Inbox Placement Rate Benchmarks Report from Return Path, an email intelligence solutions provider.
Based on a sample of nearly one trillion messages sent worldwide, the report found that 18% of all marketers’ email messages were either blocked or went missing, while another 4% were delivered to subscribers’ spam or junk folders. That means billions of opt-in messages failed to reach their intended recipients, representing potentially dramatic revenue opportunity losses for marketers, officials noted.
Context.IO develops API interfaces between email data stores and business applications. Return Path will use the acquisition to give enterprise developers better access to email for data-mining and marketing intelligence activities.