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Return Path Bows ‘Sender Score,’ Hopes to Improve Deliverability

Return Path has launched a reputation management product for email marketers that gives companies a “credit score” - based on data from email receivers that is then analyzed by the company’s proprietary technology - for their email campaigns, in order to help in their deliverability efforts, writes DM News.

“Delivery has long been about reputation. If you have a good one, your email gets delivered. If not, the inbox can be an extremely hard destination to reach. Trouble is, figuring out your email reputation has been hard to do - until now,” writes George Bilbrey, vp and gm delivery assurance solutions for Return Path.

Sender Score looks at 60 data points including complaint rates, unknown user rates, security practices, identity stability and unsubscribe function from several major ISPs and filtering companies.

Deliverability remains a huge challenge, with 82 percent of marketers saying e-mail deliverability is a problem for them,  according to a study released Thursday by EmailLabs, BtoB reports.