Tom Sather

Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.


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More Black Friday and Cyber Monday Emails Than Ever in 2015

Ecommerce

If sending volume is any indicator, email marketers are out to make this holiday season more impactful than ever. Using our consumer data network to analyze messages delivered to Gmail’s [...]

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Hillary vs. Bernie: Applying Email Marketing Measurement to Track a Political Race’s Shifting Momentum

Email Marketing

Bernie Sanders was winning. Heading into the first democratic presidential debate, Sanders' email messages were reaching more users than Hillary Clinton's and his program was performing significantly better. In the [...]

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The Path to Holiday Email Optimization Part III: Measuring Your Impact

Email Marketing

The holidays are coming up and you are feeling pretty confident about your campaigns. You have looked over your program, making sure everything was running smoothly, and you are tracking [...]

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The Path to Holiday Email Optimization Part II: Optimizing Performance

Email Marketing

The winter holidays are fast approaching and leading marketers are already done with their holiday planning. After establishing a solid structure, marketers can begin to focus on strengthening their email [...]

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The Path to Holiday Email Optimization Part I: Checking Your Foundation

Email Marketing

For just about every consumer marketer, the winter holiday season generates the majority of revenue for the year. It's the season in which most businesses invest the bulk of their [...]

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5 Tips to Rekindle Your Unengaged Relationships

Email Marketing

They call it a honeymoon phase for a reason: It's only temporary. The key — and challenge — to developing a top email program is transitioning users from the honeymoon [...]

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Inbox Placement Rates: You Can’t Measure What You Can’t See

Email Marketing

Lack of awareness about why campaigns didn’t succeed is a surprisingly common point of failure for email marketers. Many mistakenly assume that the subject line was the culprit or their [...]

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Phishing: Today’s Big Security Problem, Tomorrow’s Big Marketing Problem

General

Phishing attacks are becoming more sophisticated and more common. Recent analysis reveals that an increasing amount of potentially fraudulent email is attributed to prominent global brands across a spectrum of [...]

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Investing in Testing? These Traps Can Cost You Dearly

Email Marketing

While others debate about what to send, marketers who test already have the upper hand on creating content that kills. But before you act on test results, make sure you're [...]

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Testing, Testing 1, 2, 3

Email Marketing

Who doesn't want their emails to make a splash? Unless you're an email savant, however, you might debate about what to send. While you can take chances, an easier and [...]

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Reviewing Email List Growth Dynamics to Reach More Subscribers in 2015

Email Marketing

Still reeling from the holiday shopping season? Before you restart your regularly scheduled email program you should pause for a bit and take a deeper look into what you gained [...]

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Recap: Consumers Wanted Your Holiday Email, and the Numbers Prove It

Email Marketing

Customers aren't bombarded by marketing email around the holidays. In fact they crave more of it ... From everyone. A recent snapshot done by my company showed that over the [...]

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3 Reasons to Use Email Data for Crafting a New Campaign Strategy

General

Marketers have traditionally leaned on email to build and monetize customer relationships rather than for acquisition or head-to-head competitive campaigns. But that's changing. Email data analysis is helping marketers understand [...]

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5 Tips to Welcome Your Email Customers in the New Year

Email Marketing

A new year means new resolutions—make one of them the resolution to craft the perfect welcome to your email program. Welcome emails are an important component for your email program [...]

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How to Optimize Emails for a Multi-screen Audience

Email Marketing

Today, your customers are multi-screen users, and it's unlikely that people are solely consuming your content and emails on only a smartphone, or only a desktop. Today's marketer needs to [...]