Making Email Marketing Reputation Count

Sometimes you just want that extra bit of security. You want to own the “real deal.” Depending on who you are, you might seek this out in different ways, such as buying a 4WD, off-road-ready vehicle even though you live in Manhattan, or a having a watch rated to depths of 50 feet, even though you don’t scuba dive. What matters though is that should you want to drive through a muddy mountain pass or scuba with the watch on, you could! Most of us, however, never get to see our fanciest gadgets in action, so we really don’t know if they work!

Thus far, most email reputation systems have been a bit like this, haven’t they? Though they’re rated to provide better deliverability, to qualify for the program you already have to have pretty darn good permission policies and list hygiene practices, and in turn pretty good deliverability.

Last week, the folks at Return Path upgraded their Sender Score Certified system to “go off-road.” Along with the changes at Windows Live Mail (image suppression, increased use of throttling and bulk-foldering for new IP’s, etc.), Sender Score Certified now provides some additional tangible benefits that marketers can see and feel.

Return Path also reported that those qualifying for Sender Score Certified will have their images enabled by “default” at Windows Live Mail/Hotmail and will enjoy more lenient daily throttling limits. Plus, certified senders will also have an “unsubscribe” button enabled by Windows Live Mail/Hotmail, providing the opt-out button that marketers have been yapping about for ages. The ESPC study from earlier this year shows that consumers are likely to use it, too. Per that study, 90% of respondents said they would use such a button “if it existed.” Guess what folks, now it does. Want to reduce your complaints at Microsoft properties? Sender Score Certified is looking like a better way now than ever.

—Chip House