By George Bilbrey
Complaint rates drive an email sender’s reputation and the amount of email that make it into the inbox. While many other factors go into building email reputations, complaints have the most immediate impact – and provide the most actionable “reputation repair” guidance.
There are two primary ways to access complaints – through a robust reputation service like Sender Score Reputation Monitor and/or with the use of feedback loops to see who is complaining about you and what triggers those complaints. Using feedback loop (defined) data, senders can tell a lot about their programs. Is a particular data source leading to high complaints? Did a new campaign offend subscribers? By acting on the insights gleaned, we’ve seen clients reduce complaints rates by more than 50 percent.
Seeing this impact, we know feedback loops are critical for email marketers and this week announced our role in bringing more feedback loops to market. Return Path is now working with the receiver community to provide feedback loops for senders. This week, we launched the first one for USA.NET, the premier provider of hosted email and messaging services. Senders can apply at http://fbl.usa.net/.
Many ISPs do not provide feedback loops to senders primarily because of the administrative hassles associated with them. Return Path has now eliminated much of that back-end burden, while leaving control of eligibility standards to the participating email service providers. (If you’re a receiver interested in this service, email us.)
Feedback loops are one of the best tools for email marketers who want to improve their programs. We’re thrilled to be bringing new ones into existence to serve our clients, the email marketing community, and our receiver partners.
George Bilbrey is the founder of the industry’s first deliverability service provider, Assurance Systems, which merged with Return Path in 2003. He is a recognized expert on the subjects of email reputation and deliverability and is active in many industry organizations, including the Messaging Anti-Abuse Working Group (MAAWG) and the Online Trust Alliance (OTA). In his role as president of Return Path George is the driving force behind the ongoing innovation of our products and services. Prior to Return Path, George served as Director of Product Management at Worldprints.com and as a partner in the telecommunications group at Mercer Management Consulting. He holds a B.A. in economics from Duke University, and an MBA from the Kenan-Flagler School of Business, University of North Carolina.
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