Lashback reported today (via Twitter) that they're working with Yahoo nowadays to help Yahoo determine the "unsubscribe reputation" of senders. What does this mean? According to Yahoo's help pages: "We work with LashBack to identify certain senders that honor unsubscribe requests. When a user reports "Spam" on an email from a sender that has a good unsubscribe reputation (as per LashBack's UnsubSafe score), LashBack facilitates an unsubscribe request so the user is removed from the sender's mailing list."
What does this mean for you, dear senders? I think it's another suggestion to keep your nose clean. I think this means that if you send mail to people after they have unsubscribed, you're going to end up with yet another data point identifying you as a bad guy, and it's going to further interfere with your ability to deliver email, at Yahoo, and elsewhere.
What is Lashback? Lashback calls themselves "The Email Compliance Authority." They do a few different things. They offer an email plugin for end users to download and install, and the plugin helps them compile unsubscribe compliance information, the goal of which is to help people unsubscribe from emails more easily, and denote when senders do not respect the fact that a recipient has unsubscribed. They also denote when suppression lists have been abused, are receiving mail that they shouldn't be. The goal is to denote when senders or advertisers are out of compliance with CAN-SPAM.
We actually contract with Lashback to help us monitor client compliance with unsubscribes (and help us monitor for the unlikely event that our own unsubscribe handling processes were to fail). Some of what they look at is specific to third-party ad networks and ExactTarget is not a third-party ad network, and declines to serve mail for third-party ad networks, so not every single bit of data they collect is going to be useful to somebody like us. But, overall, they provide really useful data that has helped us take action against numerous clients engaged in bad acts.
So, it doesn't surprise me to see Yahoo referencing Lashback data, since I find it valuable myself.
What does this mean for you, dear senders? I think it's another suggestion to keep your nose clean. I think this means that if you send mail to people after they have unsubscribed, you're going to end up with yet another data point identifying you as a bad guy, and it's going to further interfere with your ability to deliver email, at Yahoo, and elsewhere.
What is Lashback? Lashback calls themselves "The Email Compliance Authority." They do a few different things. They offer an email plugin for end users to download and install, and the plugin helps them compile unsubscribe compliance information, the goal of which is to help people unsubscribe from emails more easily, and denote when senders do not respect the fact that a recipient has unsubscribed. They also denote when suppression lists have been abused, are receiving mail that they shouldn't be. The goal is to denote when senders or advertisers are out of compliance with CAN-SPAM.
We actually contract with Lashback to help us monitor client compliance with unsubscribes (and help us monitor for the unlikely event that our own unsubscribe handling processes were to fail). Some of what they look at is specific to third-party ad networks and ExactTarget is not a third-party ad network, and declines to serve mail for third-party ad networks, so not every single bit of data they collect is going to be useful to somebody like us. But, overall, they provide really useful data that has helped us take action against numerous clients engaged in bad acts.
So, it doesn't surprise me to see Yahoo referencing Lashback data, since I find it valuable myself.
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