Responsible email marketing includes honoring unsubscribe requests. Email marketers that quickly and safely honor unsubscribe requests from consumers deserve to enjoy increased deliverability to the consumers inbox, while those that have demonstrated a track record of betraying the trust of consumers should be blocked and filtered before reaching the inbox.

In the first quarter of 2005, LashBack estimates that its UnsubScore service will be used to protect over 60 million inboxes. Some of the largest and most respected Internet Service Providers and Anti-spam firms are adopting UnsubScore intelligence to improve their internal filtering and whitelist decisions. Insuring that legitimate and important emails are always safely delivered while blocking the ever increasing flood of junk email from disturbing consumers requires premier intelligence. That is precisely what LashBack's UnsubScore can offer.

What is an UnsubScore?
An UnsubScore measures the likelihood that a consumer will safely be able to unsubscribe from an advertiser's list to stop receiving unwanted email messages. The marketer must not ignore or (even worse) abuse that request, lest their score be negatively affected. LashBack’s patent-pending unsubscribe intelligence services can quickly and reliably return a performance score (ranging from 0 to 100), referred to as an UnsubScore. Because the UnsubScore is an accurate representation of the email marketer's unsubscribe reputation, the higher the score, the more likely a consumers unsubscribe request will be handled safely and honored quickly.

UnsubScores are calculated using a sophisticated series of proprietary tests coupled with spam reports sent in by customers using LashBack reporting technology. Once sufficient data has been collected on an email marketer, LashBack will calculate their UnsubScore.