Return Path Acquires OtherInbox, Expanding Its Trove Of Email Data

In a bid to expand its services, email deliverability firm Return Path has acquired OtherInbox, a start-up that helps consumers manage their communications with etailers and other bulk senders by organizing and filtering their messages — an aim similar to Gmail’s priority inbox feature. Financial terms were not disclosed.

OtherInbox’s founder and CEO, Joshua Baer, will continue to head up the operation as an independent, wholly-owned subsidiary of Return Path. Baer has been a fixture in the email marketing space for years. He founded email service provider Skylist while still a college student in 1996, and eventually sold it and UnsubCentral to DATRAN Media. Baer has been a long-time chair at the Email Senders and Providers Coalition, and helps organize the Inbox Love conference. With this acquisition, he joins Return Path.

The free web-based OtherInbox Organizer product works with Gmail, Yahoo Mail and AOL mail, taking email from commercial senders and marking them or putting them in dedicated folders.  It also organizes shipping information, payment reminders and upcoming sales and places them on users’ calendars. The idea is that the product helps consumers by de-cluttering their inboxes, while helping them better manage the commercial emails that they want to receive — theoretically avoiding “inbox overload” syndrome and keeping them from severing relationships with commercial senders altogether. The Organizer offering also eases the process of unsubscribing, so consumers aren’t bombarded with messages they soon grow to hate.

For marketers, OtherInbox gathers data — such as consumer ratings on senders — designed to help them better craft relevant, targeted messages. Return Path says it will use this data to improve its Sender Score reputation scoring system, which is used by email service providers to make better blocking and filtering decisions. It will also be used as a part of Return Path’s Certification program.

In addition, Return Path says the acquisition helps expand the company’s global footprint and furthers its mission of making email work better and ending messaging abuse. OtherInbox is based in Austin, Texas. Return Path has headquarters in New York City and offices around the globe.


Related Topics: Channel: Email Marketing | Email Marketing


About The Author: is executive features editor of Marketing Land and Search Engine Land. She’s a well-respected authority on digital marketing, having reported on, written about and worked in digital media and marketing for more than 10 years. She is a previous managing editor of ClickZ and has worked on the other side of digital publishing, helping independent publishers monetize their sites in her work at Federated Media Publishing.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!