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What is UnsubSafe?
LashBack's UnsubSafe Service
allows ISPs, receivers and anti-spam firms
to display an unsubscribe button in the email
user interface when e-mail is viewed by a consumer.
This button is only displayed for senders that
have a good unsubscribe reputation. When a
consumer pushes the unsubscribe button in
the user interface, the message is sent to
LashBack and LashBack processes the unsubscribe
request on behalf of the consumer. LashBack
monitors the results of all UnsubSafe requests
and uses this historical information for future
UnsubSafe decisions.
UnsubSafe is composed of
two parts that can be used separately or in conjunction: - Unsubscribe Reputation Lookups - Enables
receivers and anti-spam firms to lookup a
sender's
unsubscribe reputation
with LashBack to determine whether it is
safe for a consumer to unsubscribe from a particular
message
- Unsubscribe Processing - enables receivers
and anti-spam firms to send requests to LashBack
for unsubscribe processing.
How does UnsubSafe benefit consumers?
According to Bigfoot Interactive, approximately
89% of consumers wish ISPs would offer an option
to safely unsubscribe them from email received.
UnsubSafe services allow consumers this option
in a protected and monitored environment.
How does UnsubSafe benefit senders?
One of the primary factors receivers use when
deciding to allow a sender into the inbox
is their complaint rate. All too often, consumers
choose the “Report Spam” option
over unsubscribe because consumers fear the
ramifications of submitting an unsubscribe
request. UnsubSafe allows consumers to feel
comfortable with unsubscribe requests, thereby
reducing the tendency for consumers to report
spam and reducing complaint rates.
How does UnsubSafe benefit receivers and anti-spam
firms?
According to consumer surveys, consumers want
to have the option to unsubscribe. Receivers
and anti-spam firms that offer this option
to consumers will have a competitive advantage.
Additionally, by giving consumers an alternative
to Report Spam, future filtering decisions
will benefit from this option.
Why does email need an outside party to determine
unsubscribe compliance?
No factor outside of historical unsubscribe
compliance can reflect a sender’s unsubscribe
practices. A sender can have low complaint
rates and bounce rates, but still have problems
with their unsubscribe practices. In a world
of identity theft, hackers and system glitches,
a sender can never build a perfect unsubscribe
process. This fact is the exact reason why
it is critical to monitor unsubscribe compliance
on an ongoing basis and only provide unsubscribe
requests to senders that have a proven track
record of protecting and honoring unsubscribe
requests.
How is UnsubSafe implemented by receivers
and anti-spam firms?
LashBack’s UnsubSafe SDK describes the
APIs required to integrate UnsubSafe. All receivers
and anti-spam firms wishing to test or offer
UnsubSafe services must first contact LashBack
to obtain a client key.
How does LashBack know a sender's unsubscribe
reputation?
On a daily basis, LashBack acts as the clearinghouse
for hundreds of thousands of consumer unsubscribe
requests. By placing itself in the middle of
the unsubscribe equation and recording and
monitoring the outcome, LashBack is able to
identify which senders are honoring and protecting
unsubscribe requests.
How does LashBack perform unsubscribe requests
on behalf of consumers?
When LashBack receives a request to unsubscribe,
LashBack uses the unsubscribe links in the email
sent – the same links consumer would use
- to unsubscribe. This process happens automatically
without human intervention.
How does LashBack process unsubscribe requests
when there are multiple parties involved in
sending an email?
LashBack does not attempt to differentiate a
consumer's unsubscribe request between a sender
and an advertiser. If there are two parties involved
in the sending of an email, LashBack interprets
the consumer's request to unsubscribe as a request
to no longer receive email from the sender and
from the advertiser. As such, LashBack processes
both requests on behalf of the consumer.
How can senders ensure LashBack is able to
find their unsubscribe links?
Since LashBack uses the unsubscribe links in
email sent, in general the easier it is for
consumers to find and use an unsubscribe link
the easier it will be for LashBack to use this
link. For recommendations to ensure LashBack
is able to find and use your unsubscribe link,
visit LashBack's Sender Toolbox
How can senders with a bad reputation or no
reputation build a good unsubscribe reputation
with LashBack?
The primary mechanism LashBack uses to gauge
unsubscribe reputation is actual consumer unsubscribe
requests. If LashBack does not have enough
data on a sender or a sender has a poor reputation,
LashBack provides senders who wish to build
a good reputation the opportunity to do so.
This process involves adding a set of email
addresses to a senders list. To learn more
about this option, visit LashBack’s Sender
Toolbox.
How to check your unsubscribe reputation?
Senders wishing to check whether or not they
have a good unsubscribe reputation can do
so by performing and UnsubSafe Check in LashBack’s
Sender Toolbox.
How to monitor your unsubscribe reputation?
LashBack’s UnsubMonitor service allows
senders and advertisers to actively monitor
their unsubscribe reputation and address problems
real-time. Click here for more information
about UnsubMonitor.
How to ensure a good reputation with LashBack?
The formula for ensuring a good unsubscribe
reputation with LashBack is fairly simple:
- Make your unsubscribe link easy to use
and find
- Honor all unsubscribe requests within 10
business days
- Protect your suppression list and only
work with others who do the same
Why are Senders held accountable for unsubscribes?
LashBack is often asked why senders are held
accountable in the unsubscribe equation. This
question is particularly asked when senders
are held accountable when third party advertisers
the sender works with do not honor unsubscribe
requests or fail to protect suppression lists.
LashBack holds senders accountable for several
reasons. First, it is generally accepted in
email reputation that reputation should revolve
around senders. This is particularly true because
sending IPs and sending domains are the most
easily accessible and reliable piece of information
about an email and its content. Second, LashBack
strongly believes that the consumer does not
care about the distinction between senders
and advertisers. UnsubSafe was designed to
tell consumers whether they can safely unsubscribe
from a particular message. Since LashBack cannot
reliably tell anything about the message except
the sender, this must serve as the basis of
their reputation. As a result, senders are
held accountable for the parties they work
with. If senders work with advertisers that
fail to honor requests or protect suppression
lists, the sender is held accountable by LashBack
and UnsubSafe is not enabled for this sender.
What factors go into an unsubscribe reputation?
A sender's unsubscribe reputation is made up
of three parts:
- Percentage of messages sent with a visible
unsubscribe mechanism that appears to work
- Percentae of unsubscribe requests honored
within 10 business days
- Suppression list abuse - if an advertiser
or sender allows a suppression list to be
shared with another party that sends email
to this list
How else is LashBack Unsubscribe reputation data used?
In addition to powering UnsubSafe, LashBack’s
unsubscribe reputation data about senders (UnsubScore)
is made available exclusively through Return
Path’s Sender Score. In addition, it
is used to monitor the unsubscribe performance
of members of Return Path’s Bonded Sender
Program.
Can receivers and anti-spam firms
benefit from LashBack’s unsubscribe
reputation information without have to use
UnsubSafe to
allow for one-click unsubscribe?
Receivers can choose to provide their own technology
and platform to process unsubscribe requests
but still leverage LashBack in making the decision
to offer this option to the consumer.
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