Reputation Toolbox
Building Reputation
LashBack leverages consumer unsubscribe requests to build sender reputation. If
LashBack does not have sufficient historical data about a sender or the sender
has a poor historical unsubscribe performance, then these senders are not
provided an UnsubSafe option for consumers to use. Those senders wishing to
build a good reputation or that have a poor historical reputation with LashBack
can easily build reputation by adding a series of ‘seed’ email addresses to
their send list. LashBack processes unsubscribe requests on these seeds as mail
is sent to them in a staggered pattern and senders are only given credit for an
unsubscribe when email is sent to the remaining seeds.
Manual Seed Insertion
Senders wishing to manually generate a list of seeds and insert them into their
send list can get this list here. These email addresses should be inserted
directly into your list and not be removed until they are unsubscribed. It is
recommended that senders consider doing this on a monthly or quarterly basis
using the
UnsubSafe Seed Generator.
Seeding API
Email Service Providers and other entities interested in automatically adding
seeds to their send list can programmatically do so using LashBack’s Seeding
API. For the parameter "strClientKey", please use a value that will help us to
identify your organization. The function call returns a comma-delimited list of
email addresses that should be added to your send list. The Seeding API
may be found at the
Reputation Seed List Generator
Checking Reputation
Senders wishing to check whether UnsubSafe is enabled can do so by going to our
UnsubSafe checker and entering their IP address. This can be accessed at the
UnsubSafe Lookup
Research your Partner's Unsubscribe Links
Senders wishing to check the unsubscribe links of their partners to ensure they
do not have suppression list abuse can do so at the
Untrusted Unsubscribe Lookup
LashBack’s UnsubScore Abuse Reset Policy
The owner of an IP may request removing abuse from a sending IP’s UnsubScore if:
1. The mail message sent by the IP that initiated the probe was sent more than
90 days ago
2. The sender attests that they have either:
A. Discontinued working with the advertiser associated with the abuse OR
B. The advertiser associated with the abuse has proven to the sender that they
are protecting suppression lists through hashing techniques or are no longer
publishing raw suppression lists
Reset requests must be made by sending an email to
. The request must include the IP(s) to reset, the advertiser(s)
responsible, and indication of what action the sender has taken with the
advertiser (a or b above).
Reset requests are only allowed once per advertiser per sender. If the problem
happens again for the same advertiser, the sender will have to wait for the
abuse to fall off naturally. The natural fall off period is 90 days after mail
is sent to LashBack’s unsubscribe seed address.
LashBack clients and non-clients are both allowed these requests. However,
client requests will be processed in 1 business day while non client requests
will be processed within 5 business days. Non-clients are only allowed one
request every three months
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