One of the positive benefits of our annual Message Systems user conference is that we get to sit down and talk with customers, partners and friends in the industry. At the last conference in San Diego back in October, John Arnold from Return Path was nice enough to share his thoughts on the state of the email industry, where we are, how we got here, and where we’re headed. We broke his interview down into a couple of short clips focused on specific subjects.

In the first one John talks about the emerging new standards around deliverability, how ISPs have changed the ways they handle incoming messages and what this means for marketers. For context, the big ISPs such as Yahoo, Google and Microsoft have moved away from trying to block spam based on message content and have adopted acceptance practices that center on sender reputation and recipient behavior – does the message get opened? Is the recipient scrolling and clicking through? John’s explains that, for Return Path, which is the leading provider of email deliverability services in solutions, these shifts in the industry are opening up new opportunities for innovation:

“With a new paradigm of inbox tracking and going through the new benchmarks that we have, such as read rate and all the different data points that come together in that customer’s inbox, there’s going to have to be another industry that grows out of that. So the innovators and the leaders in the space that ReturnPath are working with are seeing this as an opportunity to innovate, to think, to look at all of the different metrics and data points and come up with new benchmarks and charge ahead.”

Watch the second part of the interview on Challenges of Getting Into The Inbox here.

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