April 18, 2006

A New Season for Bonded Sender (now Sender Score Certified)

A New Season for Bonded Sender (now Sender Score Certified) (With apologies to my non-email industry readers for such a long detailed posting) Ah, spring.  New life is everywhere.  Winter clothes are being put away, birds are returning from their winters in the south, flowers are blooming.  We at Return Path are doing our part by announcing the “rebirth” of our Bonded Sender Program, the Internet’s largest and oldest email accreditation program, or whitelist, as Sender Score Certified. Since we acquired Bonded Sender last fall, we’ve had the opportunity to go on a “listening tour” – talking to marketers, publishers, ESPs, ISPs, spam filtering companies, system administrators, email appliance manufacturers – you name it.  What we learned was that the program was ground-breaking when it was launched in 2002 but that it needed a makeover in order to meet the challenges that have evolved around spam and deliverability for both senders and receivers during the past few years. Our listening tour revealed that the Bonded Sender of old had four core issues that weren’t sitting well with the Internet community at large: 1.  Data validity:  some senders questioned the accuracy of some of the application and compliance metrics used; 2.  […]