Why Our ESP Partners Are Excited For the New ThreatWave Dashboard

Posted by Tom Bartel 

When the ThreatWave team joined Return Path earlier this year, we were excited about the many ways our data would support the Return Path mission. On Thursday, June 15, we get to see this come to fruition as the ThreatWave Dashboard is launched within our Return Path product suite, exclusively for Return Path ESP partners. Today, I’ll highlight how this data and new visualizations help our ESPs gain valuable insight into their networks and senders.

What is the value of ThreatWave data?
ThreatWave is a global sensor network that processes millions of emails and converts them into digestible data elements that serve as a leading indicator of potential issues coming from IP addresses, domains, and brands. ThreatWave identifies risks tied to list quality and bad actors, empowering ESPs and email marketers to identify and resolve sender reputation problems before it’s too late.

When using data to solve problems, representative samples are good, but more data is almost always better. Simply having more varieties of samples for analysis can be a benefit—in particular when dealing with lower volume sender issues—you can surface data for edge cases. Now, with the launch of the ThreatWave Dashboard, what was once an email delivery blackhole, data for mailers of any size is now visible to our ESP partners.

How can ESPs use the ThreatWave dashboard
Beginning Thursday, June 15, Return Path ESP partners can leverage the ThreatWave Dashboard to monitor senders and infrastructure, specifically to find the worst performers whose behavior is likely affecting reputation and deliverability. ThreatWave data is more than a count of hits—it gives the context to make decisions and take action

Five ways to assess senders and infrastructure:

1. Customers with dedicated IP addresses: Partners can review IP addresses with the most overall hits, as well as counts of typos, and recycled or pristine hits.

2. Customers on shared IP addresses: Partners can review hits by sending domains to identify worst offenders in a shared IP address pool. 

3. Particular Campaigns: Hits by subject lines allow partners to identify list acquisition or hygiene issues by tracking back from specific campaigns at the heart of the problem.

4. Suspicious attachments: This (hopefully) is a less frequent occurrence, but with ThreatWave data, ESPs have the ability to monitor any suspicious attachment leaving their network, providing them with an early indicator of a potential problem. This data goes beyond situational awareness leading directly to beneficial actions to protect customers, users, and system reputation.

5.Authentication: YAAC (Yet Another Authentication Check!) Yep, we do this on every message we receive, so we’re passing this through as another factor to identify or confirm sender authentication issues.

So What?
Having this insight matters because with it, ESPs can take action. For senders with list quality issues, an ESP can offer professional services and consulting. For senders that have questionable practices, an ESP can quarantine a sender and monitor its sending practices without risking all senders. And finally, in extreme cases where the data consistently highlights issues, an ESP can choose to suspend or possibly terminate a relationship if appropriate.

ThreatWave data by itself gives insight into sender practices that impact reputation and delivery. When used in combination with our Return Path data elements, solutions, and client services, it results in a comprehensive and unique way to ensure our ESPs and their customers are winning in the inbox.

The Return Path team and I will be attending M3AAWG this week, June 12- 15 in Portugal, so please stop by and say hello! We’re happy to answer any additional questions and welcome the opportunity to demo the new ThreatWave Dashboard in person. If you’re not attending the event but would like to learn more, please contact us.

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About Tom Bartel

Tom Bartel is Return Path’s Senior Vice President of ThreatWave Data. Tom has more than 20 years of email delivery, email data and privacy experience. He most recently joined Return Path through its acquisition of ThreatWave, where he served as CEO/Co-founder. Prior to that, he has held roles at Return Path, MessageMedia (acquired by DoubleClick), and founded several other startups. Tom is actively involved in key industry organizations, such as OTA and M3AAWG, and advises start-ups and non-profits. Tom has a Bachelor in Speech Communication from Colorado State University.

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