Reputation
Are You Trusted or Untrusted?
A critical part of the LashBack mission is to define the working relationship
between compliancy, reputation, deliverability and increased revenue in a best
practices context.
The industry standard used to determine deliverability of your email is your
reputation. Your reputation takes the form of a score, not unlike a personal
credit score and is used by receivers such as Yahoo!, AOL, MSN and all major
ISP’s to determine whether your email gets delivered. The score is based on a 0
to 100 scale. 100 is perfect and 0 is poor. If you have one case of unsubscribe
abuse your score will drop to 0. Even if it not your fault. This shows the need
to know who you are working with and who is affecting your business positively
with compliance and negatively with non-compliance.
The popular authentication services require a 90 on the 100 point scale. It is
difficult, if not impossible to maintain this high reputation score without a
comprehensive compliance process.
The unsubscribe portion of your reputation score is determined directly by
LashBack and this data, based on the performance of your unsubscribe compliance
is shared with receivers through LashBack reputation service partners such as
Return Path, Cloudmark, MX Logic, Truste, Unsubscentral and Habeas.
Your reputation has a direct effect on your revenue. If your deliverability
suffers from a poor reputation, then your bottom line decreases
proportionately. The good news is the reverse is also true. By monitoring your
compliancy and adherence to internal standards you can maintain and increase a
good reputation. More email delivered means more revenue.
Compliance means reputation and reputation is deliverability.
Unsubscribe, CAN-SPAM and Your Reputation
The CAN-SPAM Act is “opt out” legislation. It does not stop any company from
sending anyone compliant commercial email but, if they opt out of your list, it
is illegal to send them more email after 10 days. This makes unsubscribe the
most critical aspect of CAN-SPAM. The legislative intent of CAN-SPAM as
enforced by the FTC is to allow an “email marketplace” where a consumer can
opt-out or unsubscribe safely.
LashBack shares this unsubscribe perspective as “The Unsubscribe Authority” of
email. As we have grown to become the clear “Email Compliance Authority”,
LashBack has documented hundreds of unsubscribe mechanisms and processes.
UnsubMonitor watches hundreds of thousands of unsub mechanisms and documents
their performance through the use of comprehensive, patent-pending technology.
Where to start:
Do you know what your reputation score is?
Do you know the 10 guidelines to check for to ensure CAN-SPAM Compliance?
Do you know what violations you have had?
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