Return Path
Return Path is an entire company devoted to one thing: keeping the world safe for email marketing.
They look at the problems facing the email marketing industry and work to solve them. Sometimes that requires innovative technologies. Sometimes it just requires thinking about things in a different way. Usually, it requires both. That’s why they offer a range of different solutions.
To communicate all of their solutions as belonging to one parent company, Slice of Lime worked to move Return Path’s various websites under one roof. We started by creating a Strategy Document, Technical Specifications, and Information Architecture. One decision we arrived at early was that we needed to allow visitors to browse Return Path’s content both by Industry and by Audience.
By allowing visitors to state “Who They Are” or “What They’re Interested In”, navigating Return Path’s solutions became much more intuitive. We also added a pull down menu and search box on every page that makes it easy for a visitor to jump to other areas of the site quickly.
Next, we set out to achieve Return Path’s other goal, to be an information leader in all things email. We created the “Email Marketing Water Cooler”, a blog that hosts a steady stream of useful articles by the various members of the Return Path staff. Prominent links to sign up for the blog via RSS and Email are located throughout the site.
To power the front-end, a robust management tool was created by Slice of Lime. The blog was built using Movable Type. All page content, whitepapers, events, careers, and other items are managed through a custom built password-protected administration tool. Most areas of the site, including documents available for download, can easily be managed by non-technical staff at Return Path.
The new Return Path website has opened to much praise from industry leaders with comments such as “Simple, clean layout, easy to navigate, and I particularly like the interactive quiz/contact forms.” and “This site is the new poster child for how a B2B site should be.”
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