Twickenham, UK
September 9, 2009
Neolane Joins ESPC and MAAWG to Reduce Spam, Improve Email Deliverability
Neolane to Take an Active Role in the Continuing Development of Global Guidelines and Best Practices for Protecting Consumers Against Unwanted Email
Enterprise marketing software provider Neolane today announced it has joined two major industry groups, the Email Sender & Provider Coalition (ESPC) and the Messaging Anti-Abuse Working Group (MAAWG). As part of its memberships, Neolane plans to actively participate in the groups' initiatives to create greater industry awareness about emerging email deliverability standards and best practices.
The efforts of ESPC and MAAWG are important as email continues to be an essential channel for driving customer communications, loyalty and sales. However, there are several factors that can diminish email's effectiveness, including poorly designed campaigns and not understanding Internet Service Providers' (ISPs) policies for email. Both the ESPC and MAAWG have issued best practices documents; Neolane plans to participate when these documents are updated.
Deliverability has become a strategic issue for all enterprises using email as a relationship channel. Neolane's marketing automation platform includes a SpamScoring function, which ensures that content complies with industry-accepted best practices to help legitimate marketing messages reach their intended recipients rather than the spam campaign.
"Our customers rely on Neolane to execute highly coordinated, personalized cross-channel marketing campaigns. Even with all the tools at marketers' disposal, email remains one of the most reliable and measurable communications channels, in fact, nearly 90 percent of our customers use email as a key component of their cross-channel mix," said Stephane Dehoche, CEO, Neolane. "Given the continued popularity of email, Neolane is committed to incorporating industry-accepted best practices to increase the deliverability ratios of emails sent by our customers. We look forward to working with ESPC and MAAWG to continue to improve the trust, performance and reliability of email-based campaigns."
The ESPC is a cooperative of leading email marketing firms and email service providers that is currently working on solutions to spam and deliverability concerns through a combination of legislative advocacy, technological development and industry standards. One of the goals of MAAWG is to bring the messaging industry together to work collaboratively and successfully address forms of messaging abuse such as messaging spam, virus attacks, denial-of-service attacks and other forms of abuse.
The Neolane platform empowers marketers utilizing the email channel to address key deliverability issues with the following features:
- Inbox rendering: Neolane offers a number of email rendering tools to provide a preview of how message content will be displayed once received through a representative selection of ISPs.
- Inbox monitoring: In order to track email activity over time, Neolane's inbox monitoring report makes it possible for marketers to measure the number of emails received in the inbox, as junk mail and unreachable.
- Throttling: Especially valuable for high-volume campaigns, marketers can use Neolane to throttle, or slow down, an email send over the course of several hours. Benefits include compliance with ISPs' throttling practices and higher deliverability rates.
- Technical monitoring indicators: This advanced report provides a battery of indicators to monitor email performance, which helps Neolane facilitate maintenance and troubleshooting of deviations from optimal email deliverability.
"The ESPC has enacted strict requirements for members and we are pleased that Neolane's services and practices are consistent with those requirements. MAAWG is an open forum addressing messaging abuse holistically by systematically engaging all aspects of the problem, including technology, industry collaboration and public policy, and is led by the world's largest network operators and messaging suppliers," continued Dehoche. "We are proud to have been accepted as a new member of these influential organizations."
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