Who Does Return Path Serve?
My gut feeling is that Return Path’s ideal client is the email marketer who wants to retain their customer base via email more-so than your typical ezine publisher. With only a half million permission-based email deliveries a month for myself (to my ezine list members), I see no value in Return Path’s services, but if those half million emails a month I sent were CLIENTS, you bet I’d consider paying Return Path to notify me when they switch addresses so that I could send them an email to re-opt them back into the segmented list they were already a part of (considered a transactional relationship email due to the business we’re already engaged in). ECOA services are controversial because of their use, but I think Return Path does a good job of being on the right side of the white picket spam fence. The ECOA service itself is not the controversy, but what you do with the knowledge once you have a brand new address of an existing member of your list. If you’re not engaged in a transaction
