Keeping the World Safe for Email (part two)

In my last post, we discussed Return Path’s role in keeping the world safe for email marketing and I ended with a very important question – how can we help consumers trust email more?

To foster reliability and trustworthiness we have to first improve email’s credibility from an operational and strategic perspective. When you send email, it has to get there. And when it gets there it has to be relevant. That is how you build trust and loyalty; by delivering what a person wants on time and as expected. Whether you are a marketer who uses email to build revenue and relationships or a consumer who uses email to make connections to people, places or things, you are entitled to get what you asked for, and perhaps paid for.

The fact is that it is not okay for wanted email to get lost in the shuffle, no matter what the rationale behind it. UPS makes a pack and ship promise and Verizon guarantees a reliable network (and by the way, how annoyed are we when cell phone networks drop calls?). Why shouldn’t you as a consumer expect the same level of service and reliability from your inbox? And it is not just about deliverability, either. From acquisition to inbox, it is primarily about giving the people what they want from those that mean no harm.

It is our job as marketers, ISPs and ESPs to help with the email evolution and make it a more reliable application that connects people around the globe with trusted information that consumers want to receive. Like with credit cards and identity theft, there are tools and services in place to help safeguard email. We will separate the good guys (legitimate marketers) from the bad guys (spammers and phishers), improve consumer confidence in email, and confirm the viability and profitability of the channel as a core marketing tool. Although we look at the email universe through different eyes, the fact remains that we have a common goal – to keep the world safe for email.

Join us in the coming months as we continue this dialogue on spearheading email’s evolution in 2008 and beyond.

minute read

Popular stories

Products

BriteVerify

BriteVerify email verification ensures that an email address actually exists in real-time

DemandTools

The #1 global data quality tool used by thousands of Salesforce admins

Everest

Insights and deliverability guidance from the only all-in-one email marketing solution

GridBuddy Cloud

Transform how you interact with your data through the versatility of grids.

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality

Solutions

Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time