• by Jess Nelson , January 24, 2017

Return Path has released a new data feature to help email marketers mitigate revenue losses due to poor deliverability.

Smart Alerts adds real-time deliverability notifications to Return Path’s Mission Control Dashboard, an analytics platform the company launched last year. Smart Alerts aim to help marketers recognize deliverability issues as they occur, identify the potential source, and then take the necessary steps needed to correct the issue, thus minimizing detrimental impact to email marketing ROI.

Alerts include a description of the suspected deliverability issue, any collaborating data and recommended next steps. Return Path’s Smart Alerts also provide resources related to the issue at hand for a deeper analysis.

The alerts themselves are customizable, so marketers can select the level of detail they would like to see in their reports. Marketers also have the option to accept, snooze or ignore alerts.

Marketers could be losing up to $300,000 in lost revenue due to deliverability issues, according to a recent study by The Relevancy Group, a research firm, and 150ok, an email management software company.

In addition to the loss of potential revenue, negative consequences of poor email deliverability can include mailbox providers blocking email campaigns in bulk from reaching inboxes when they are mistakenly viewed as spam.

Return Path’s new analytics feature is most likely a result of the company’s acquisition of Email Copilot late last year. The San Diego-based email startup specialized in providing marketers with real-time deliverability updates of their email campaigns.

Additional product features include the ability to assign and track tasks across any account members. Smart Alerts is available now, at no additional cost to Return Path customers.