Return Path has released a new report highlighting what makes a successful email marketing program. In a survey of industry professionals, more than half ranked personalisation as their top priority for improving success. Similarly, improving customer retention and increasing customer engagement were also ranked highly -- cited by 47% and 44% of respondents, respectively.

The opt-in decision is one that divides many email marketers. Single opt-in and double opt-in are two ways in which a user can sign up to receive emails from your company or organisation. It's how they give their permission to be added to your email marketing list and receive communication from you in the form of updates, newsletters, promotions, and the like.

According to a new report, the findings of which were shared with MMW earlier this week, for the first time, mobile accounted for a third of all email-driven revenue in third-quarter 2016. This reality is hailed as a milestone in the shrinking gap between desktop and mobile, according to data from Yes Lifecycle Marketing's cross-channel marketing platform Yesmail360.

Thousands of UK Government email addresses were among the millions of contact details seized in the data breach of promiscuous dating Web site AdultFriendFinder. The addresses associated with the British Government were found in information taken in one of the largest hacks to date, in which details associated with 339 million AdultFriendFinder accounts were lost.

According to the DMA, there are more than 19 million "ghost" email addresses or accounts in the UK -- accounts that, while active, are not used. Nearly half of all consumers surveyed (45%) admitted to having such an account. The DMA's survey revealed that nearly two-thirds (62%) of consumers said they have abandoned an email address or account.

Scammers are sending out emails purportedly from Amazon saying there is a problem processing orders and that they won't be shipped. It adds that you won't be able to access your Amazon account or place any orders until you confirm certain information. Naturally, there is a link at the bottom of the page telling you to 'confirm' your account.

With Cyber Week fast approaching, you probably already have your holiday emails stacked and ready to go. But there's a lot at stake -- if you're like 65% of brands, your goal is to increase revenue from email conversions. Your email campaigns need to get noticed and outshine your competition.

Email -- almost all of us use it and most of us are sick of the bombardment of ads our inbox faces every day. Unsubscribing from marketing emails has traditionally been a bit of a pain: Users have to find the unsubscribe link, click through, and possibly answer questions before being able to stem the flow. Apple has made unsubscribing from marketing mail simple in iOS 10.

Yet again, the Print, Publishing & Media industry has produced consistent results across the board. Publishers have seen email performance shoot up since last year and they top the chart for total sales attributable to the email channel. They make use of the broadest number of ESP services and lead the pack in optimising email for mobile.

An email that was accidentally sent to all the NHS's staff in England has caused havoc. One of the health system's employees fired off the message on Monday morning without realising they had copied in 840,000 of their co-workers. The action quickly clogged up the system and was exacerbated by users hitting "reply all" to complain. "It's driving me bananas," one doctor told the BBC.