DoubleClick Adds Return Path Accreditation

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E-mail marketing firm DoubleClick, New York, is expanding its partnership with e-mail performance management company Return Path to offer accreditation and other services.


In their current partnership, Return Path's delivery monitoring tool, Mailbox Monitor, is integrated into DoubleClick's DARTmail reporting interface. DoubleClick now also will offer Return Path's Bonded Sender e-mail accreditation program and join Return Path's beta Sender Score reputation management service.


"Offering Bonded Sender to our clients will give these responsible mailers another edge in reaching customers' inboxes successfully," said Ken Takahashi, vice president of strategic partnerships at DoubleClick E-mail Solutions.


The Bonded Sender system -- used in the delivery of e-mails to 35,000 domains including ISPs and company servers -- determines which e-mails should be allowed into inboxes with less scrutiny by ISP filters.


Companies that pass Return Path's accreditation process to verify they follow "e-mail best practices" become "bonded senders." They post a financial bond to back up their claim of sending only e-mail that is wanted by the receiver. For every complaint received over a set threshold, the bond is debited, and those funds go to charity.


The Sender Score e-mail reputation system will let DoubleClick monitor its clients' reputations and solve deliverability problems they see with those clients. The beta Sender Score program, which will be fully released later this fall, organizes 60 data points from across the Internet that quantify e-mailers' reputations.


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


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