Responsys Bolsters Deliverability Services

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E-mail service provider Responsys said yesterday it would offer clients a new set of services to help them get their mail through spam filters.

The premium services are offered on top of Responsys' standard deliverability tools in its Responsys Interact campaign management system, which monitors key deliverability metrics like Internet service provider complaints and bounce rates.

Responsys will provide a deliverability audit that suggests a course of action to improve deliverability rates. The company's consultants then review the sender's policies for permission and list management before testing messages for how they fare with various spam filters. Clients get detailed reports listing their status on blacklists and false positives.

With federal spam legislation likely to clear up the legal landscape in the near term, deliverability has emerged as the top concern for e-mail marketers, a recent Jupiter Research survey reported. As much as 29 percent of marketing e-mail is blocked or relegated to a bulk mail folder by spam filters, according to Forrester Research.

The deliverability services are offered on a subscription basis, with pricing determined by the number of campaigns and their volume.


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