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Maximizing Deliverability
Spencer Kollas Director of Deliverability Services
January 14, 2010
Final update on SenderScore from ReturnPath
This notice was sent out to ReturnPath customers and I wanted to make sure everyone saw it.
New data sources have been integrated into Reputation Monitor, and the scoring models that drive the Sender Score have been updated. The new score was put into production yesterday. The results are impressive:
Sender Score coverage increased by 25%! Return Path is now able to generate scores for more IPs due to the increase in the number of unique IPs for which we have data. This means there will be fewer scenarios where an IP does not have a Sender Score.
The Sender Score is more robust than ever! By adding four new sources of data there's less chance that a Sender Score will fluctuate now that we have more insight into mailing behavior across more domains. Also, we've doubled the total amount of mail volume we have insight into which has a stabilizing effect. As long as your mailing behavior is consistent across data sources, your score shouldn't fluctuate.
Most Sender Scores remained the same! For the most part, Return Path customers have consistent mailing behavior across the domains they mail to so their Sender Score did not change. For others, we saw increases and decreases in their Sender Scores with the average swing being 20 points. If you happen to see this kind of point swing there are two explanations: 1) the increased volume data we now have insight into either had a positive or negative impact to your score OR 2) your mailing performance at the new data sources is very different and influenced your score.
Posted by: Spencer Kollas at 12:50 PM
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