Return Path Reveals Top Email Trends of the Future

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New report shares visionary ideas to “futureproof” your email program; advises a data-based approach to preparing for the future.

With the email landscape becoming ever more complex, brands often struggle to keep pace with changes—much less prepare for what the future may hold. To address this challenge, data solutions provider Return Path today released a new report highlighting 20 visionary ideas to help brands “futureproof” their email program.

Rather than trying to predict the future, Return Path’s Email 20/20 report contends that business visionaries are using data to hone in on important trends and position their brand for success in any situation.

Following are just a few of the report’s key insights:

● The adoption of IPv6 will change the face of email filtering. With the quantity of internet enabled devices in use today, we are quickly running out of IP addresses. The advent of longer IPv6 address will allow for exponential expansion in available IP addresses. However, this wealth of IP addresses is an opportunity that spammers can—and will—exploit, leading mailbox providers to employ ever more sophisticated filtering techniques. Domain-based reputation will become increasingly important in filtering decisions, so marketers will need to maintain a pristine reputation to ensure consistent email delivery.
● Customer security will become a top priority for organizations across all industries. Financial institutions and many retailers have already recognized the importance of data security. As consumers become increasingly aware of cyber threats, their buying decisions will be increasingly influenced by the company’s data security practices. Brands with a history of security breaches will lose out to their competitors, making email fraud protection a necessity.
● Companies will discover new value from mining email data. Email is a rich data source with value that reaches well beyond marketing. From online and offline receipts to travel itineraries and brand preferences, the inbox is becoming a go-to source for business intelligence. By analyzing email data, strategic executives will begin to identify trends, improve targeting, and discover competitive intelligence that will impact business beyond the email channel.

The complete Email 20/20 report can be found here.

About Return Path
Return Path analyzes the world’s largest collection of email data to show businesses how to stay connected to their audiences, strengthen their customer engagement, and protect their brands from fraud. Our data solutions help analysts understand consumer behavior and market trends. We help mailbox providers and security providers around the world deliver great user experiences and build trust in email by ensuring that wanted messages reach the inbox while spam and abuse don’t. Find out more about Return Path Email Optimization, Email Fraud Protection, and Consumer Insight solutions at

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Shelby Pritchett
Finn Partners
+1 313 486 0664
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