Return Path Introduces E-Mail Reputation Service

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Return Path debuted a reputation management product for e-mail marketers last week. The Sender Score Reputation Monitor gives companies a "credit score" for their e-mail ventures. The score is based on data from e-mail receivers and analyzed by the company's proprietary technology, Return Path said.

Sender Score aggregates 60 data points from 50 million e-mail boxes around the Internet to quantify a mailer's reputation, looking at factors such as complaint rates, unknown user rates, security practices, identity stability and unsubscribe functionality. Data comes from several major ISPs and filtering companies, including Mailshell, Cloudmark and Lashback.

The product is for both e-mail senders to help them in their deliverability efforts and for ISPs to help in their e-mail filtering programs.

The company also said last week that all of its Delivery Assurance Solutions products would be branded as Sender Score.


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