Program could 'help email delivery'

Email marketing firms could avoid seeing their messages being marked as junk mail through the use of a new utility.

The Sender Score Certification service, developed by Return Path and MailUp, aims to increase delivery rates and reduce the risk of filtering.

Not only that, but users will also be given additional privileges when sending messages to Windows Live Hotmail accounts, including images and links being enabled by default.

Business development specialist for NWeb, Nazzareno Gorni, commented: "The program is mutually beneficial for both email marketers and customers providing high-quality, filtered email that aggressively targets spam and at the same time does not filter out desired messages."

A recent study by Return Path found members of the scheme, such as those sending HTML email newsletters, experienced a 21 per cent lift in overall delivery rates.

Earlier this month, Peter Horan, chief executive office for Goodmail, stated marketers can boost their campaigns through the use of email certification solutions.