Return Path Starts E-Mail 'Reputation' Service

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E-mail performance company Return Path says its reputation management beta program, launching June 27, will help e-mailers determine how customers view their e-mails and what they do with them.

New York-based Return Path's new technology, Sender Score, quantifies e-mailers' reputations by drawing data on unsubscribes, spam complaints and other variables from more than 40 million e-mail boxes from participating corporate servers and ISPs.

"Sender Score gives mailers a mirror to look at their e-mail programs and see themselves the way ISPs and system administrators see them," said George Bilbrey, general manager of Return Path's Delivery Assurance Solutions.

CEO Matt Blumberg declined to list which corporations and ISPs are partnering with Return Path to provide data.

Sender Score is designed to help e-mail senders identify issues and problem areas, such as when their e-mails are reported as spam, the volume of e-mails, the number of times customers drag e-mails from a spam folder to a regular folder and senders not honoring unsubscribe requests.

"We're looking to see if the client honors the unsubscribe request or continues sending e-mails," Blumberg said.

Sender Score lists specific items e-mailers can fix to obtain a better score, he said.

E-mailers also can determine how their program stacks up against other senders, or their overall reputation.

"The system is designed to help marketers and publishers understand how the rest of the world views them," Blumberg said.

Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting


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