• DM News, Monday, April 17, 2006 10:47 AM

Return Path is now using a reputation management product that gives companies a "credit score" for their e-mail marketing efforts, according to DM News. Called the Sender Score Reputation Monitor, the new program analyzes more than 60 data points from 50 million e-mail inboxes around the New to quantify a mailer's reputation. These data points include: complaint rates, unknown user rates, security patches, identity stability, and unsubscribe functionality. The aggregated data comes from several Internet service providers and filtering companies, including Cloudmark, Lashback and Mailshell. The product is intended to aid e-mail marketers with their deliverability efforts, and to help ISPs with filtering. The product was unveiled last week, and comes in conjunction with the rest of the company's Delivery Assurance Solutions, which are now branded as Sender Score.

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