Deliverability
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How to perform an A/B split test with the Return Path Seed List
A/B split testing is a method of comparing two versions of a single email campaign to determine w...
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Tips for sending to an old email list
There are times when you may be tempted (or legally required) to mail to an old email list. It is...
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I send transactional email, how can I benefit most from Return Path tools and services?
Transactional email is subject to mailbox provider spam filters and require a good sending reputa...
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Best practices for sending transactional email
Sending transactional email is a great way to establish and maintain communication with your cust...
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Troubleshooting tips for transactional email spam folder placement
Sending transactional email is a great way to establish and maintain communication with your cust...
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Best practices for sending frequency and cadence
Frequency and cadence are two important elements to keep in mind when you are creating a sending ...
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What are the impacts of fluctuating sending volume?
When you send steady and predictable email volume, mailbox providers can have more confidence in ...
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What is the difference between spam, junk, and bulk folders?
The filtering systems used by mailbox providers have methods for classifying email as spam, email...
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Why are there spam traps in my email list?
Listed below are common reasons spam traps are on your email list: You have a security breach in...
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Troubleshooting mail blocked by a mailbox provider
If your mail is being blocked by a mailbox provider: 1. Review your bounce logs. A policy block ...
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Block bounce code examples
When a mail server unsuccessfully attempts to send a message to another server, it typically resu...
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Troubleshooting a spike in complaints from a particular mailbox provider
Issue A large number of complaints from a particular mailbox provider begin to appear when normal...
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Troubleshooting sharp increases in complaint rates
Issue You see a sharp increase in complaints at one or more mailbox providers. Common causes Man...
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What are URL or Link Shorteners and how can they be harmful?
URL shortening, or link shortening, is a technique used to make a URL shorter, but still navigate...
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Best practices for volume consistency
If your sending volume is inconsistent, or erratic, you will probably encounter delivery issues. ...
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How to identify inactive and unengaged subscribers
One of the most common challenges you may face as a marketer is deciding how to handle inactive a...
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What is the ideal subject line length?
It is ideal to keep your subject line length as short as possible, preferably under 55 characters...
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What is IP warming and why do you need to do it?
IP warming, or IP warm-up, is the way you establish a reputation for a new IP, or an IP that has ...
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What are content filtering and fingerprinting?
Content filtering Content filtering is a technology that scans email, including the header, foot...
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How do allowlists impact deliverability?
An allowlist can have a direct impact on deliverability, especially when resolving temporary fail...
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How to identify and remove unknown users
There are a number of things you can do to identify and remove unknown users from your email list...
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What does an Abuse Reporting Format (ARF) report look like?
The Abuse Reporting Format (ARF) is the standard format used by mailbox providers to provide gene...
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What should I do if my email is being throttled by mailbox providers?
When your email is being throttled by mailbox providers, there are a few steps you can take. In m...
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CAN-SPAM Act scope and requirements
The Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act was passed ...
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Canadian Anti-Spam Legislation (CASL) Compliance Checklist (PDF)
Use this Canadian Anti-Spam Legislation (CASL) Compliance Checklist as a guide to assess existing...
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Is text-only email creative still necessary when the sender already has an HTML version?
Although recent statistics show that less than 3% of subscribers view email in text-only format, ...
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What is the recommended file size limit for an HTML email?
The industry best practice is to aim for a total file size of less than 100 KB, including images ...
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What file size maximum helps ensure streamlined email load time?
Senders targeting mobile subscribers should limit total file size (including images and the HTML ...
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What spammy words or content should be avoided in emails?
Maintaining a good sending reputation is more important than avoiding spammy words or content in ...