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Lyris adds comparative data service; SKYLIST announces LashBack certification

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Whether it’s finding themselves on a black list, running into dead addresses or ending up in a spam folder, e-mail marketers all have the same mountain to climb: deliverability.

This week e-mail marketing software and service provider Lyris Technologies and e-mail service provider SKYLIST Inc. separately announced new services that may help users meet that challenge.

Berkeley, Calif.-based Lyris announced it was adding real-time delivery benchmarks to the next generation of its EmailAdvisor e-mail monitoring service. The service, which will be continually updated, will give users comparative data on the performance of thousands of daily e-mail campaigns, said Robb Wilson, the company’s VP-development. Users will be able to compare how their campaigns are doing in relation to other companies’ campaigns.

EmailAdvisor also provides delivery status for more than 40 ISPs, compares messages against 30 common spam filters and monitors more than 150 blacklists.

“We’ve got an ISP dashboard that shows you the health of an ISP,” he said. “We’re not just showing you if your e-mail is delivered, we’re monitoring down to the point of customer log-in.”

Meanwhile, SKYLIST has become the first ESP to be certified by e-mail reputation provider LashBack against unsubscribe abuses. The certification will allow SKYLIST StormPost users to receive notification if their affiliate partners don’t honor unsubscribes. Until now, most of the reputation services have either secured a company’s reputation by holding a bond against their practices—for example, BondedSender—or matched IP addresses with identities such as IronPort’s SenderBase. The LashBack service is different, said Joshua Baer, CEO of SKYLIST.

“Up until now everyone has been concerned with spam complaints and bounce rates,” he said. “LashBack tests [for unsubscribe suppression] in two ways. They’re looking to detect if someone doesn’t honor a suppression and if they aren’t protecting their suppression lists.”

But even with new services and programs like this, said Shar VanBoskirk, consulting analyst with Forrester Research, the true onus of getting messages delivered still falls on the marketer. “Because more and more marketers are adopting it, and existing e-mailers are starting to send more and more messages, capturing consumers’ e-mail attention is more competitive than ever,” VanBoskirk said. “E-mail marketers must deliver e-mails that are focused on providing a benefit to their users in order to be relevant. To this end, vendor features are nice additions, but won’t make any difference if the marketer doesn’t use them to determine what their users’ needs are and create e-mail content and format that will deliver benefits the user needs.”

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