Return Path's Weekly Roundup








Josh Bernoff discusses a need for a new movement in the email world called Begone. Nevermind the fact that this idea has been around since the early days of email marketing. Back in the day, if subscribers wanted off a mailing list, or even an email marketing list, they replied with “unsub” or “unsubscribe” to get removed. In the case of the ESP I worked at, we would even remove those who replied with “take me off your @#&* list!” Point taken. Even if Bernoff’s idea isn’t new, it is a good time to remind marketers to always have a working reply-to. [email protected] didn’t cut it in 1995 and it doesn’t cut it today. If you’re worried about spam hitting that address, put it behind a spam filter. Marketers should also look for keywords when unsubscribing people like “remove me” and other words that would require my mom to wash their mouths out soap.

You can read Bernoff’s original article here

One of the more popular questions we get fielded in the Professional Services group at Return Path is “Can you help my prospect or clients select their ESP or MTA?” We tend to be vendor neutral since most ESPs are partners of Return Path, and we love them all so much that we’d probably recommend that they use them all! It’s a good thing then that there are other third parties out there that are less biased than us. EmailExpert has their first post in a series about selecting an ESP selector tool. They list three vendors that help others select an ESP that meets their needs: The Mayfield Report, The eConsultancy Report, and RedPillEmail. Most of them are UK and EU-centric with the exception of John Caldwell’s RedPillEmail who handles North America on top of Europe. If anyone has other ESP selector vendors out there, please share.

You can read the original post at EmailExpert here.

There’s no money back if your account is drained by malware. “Unlike consumer accounts that are subject to Federal Reserve Regulations E which require banks to provide reimbursement for certain losses, business accounts are not covered by this statute and therefore not assured repayment for certain losses. So don’t bank on getting your money back,” says Paul Paget from Savant Protection. Paget also states that cybercriminals are no longer just focusing their phishing attacks on big financial businesses but, small and medium-sized businesses. Agent also lists out 6 things a business can do to protect them from a phishing attack.

1. Protect and lock down all your computers, especially if they have access to financial information.
2. Educate yourself on your bank’s fraud process before you’re a victim.
3. Don’t rely on reactive methods like spam filtering and feedback from your customers. By that time, it’s too late to protect yourself from the phishing attack.
4. Implement proactive technologies to stop your brand from being phished, and to stop phishing messages from reaching your network. A good example of a proactive approach is Return Path’s anti-phishing solution, Domain Assurance.
6. Paget also recommends insisting that your endpoint protection vendor help deal with the issue.

Phishing is a double sided problem that not only affects those that feel victims of the attack, but affects the brands that were being spoofed through loss of trust in their email communications and reduces the chances that your subscribers transact with you in the future. You can protect yourself by authenticating and registering your authenticated domains with a third party registry like Domain Assurance.

You can read the full article on phishing and malware here.

minute read

Popular stories



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


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


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


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