Unica, EmailLabs Release New Deliverability Offerings

Two email service providers (ESPs) have released new deliverability offerings. One helping to bring email campaign management in-house and one helping process returned email.

E-mail service provider EmailLabs has expanded its core technology to include advanced bounce handling and reporting. The new technology makes it easier for marketers to see why their mail failed to reach recipients and determine what to do about it.

Though there are standard codes for bounced, or returned, email, “the problem is, since it’s a recommendation, not everybody follows it,” said Kirill Popov, director of ISP relations and deliverability for EmailLabs.

“We have added a system that scans for keywords to identify bounces so if someone is using the codes incorrectly or in a non-standard fashion we can identify the bounce code,” Popov said. “Also, we are allowing people to modify the actions they want to take. If an email is returned because the user’s inbox is full, for example, they can choose to re-send the message later rather than abandoning the attempt.”

Enterprise marketing management software firm Unica has introduced Affinium eDelivery Services. The new set of services aims to help marketers bring email campaigns in-house and minimize deliverability and server management issues. The program integrates the company’s Affinium Suite of enterprise marketing management software with an email delivery service as well as deliverability monitoring and consulting.

Affinium eDelivery Services are designed to address the challenges marketers face in bringing email marketing activities in-house, according to Todd Piett, senior product marketing manager for Unica. These include CAN-SPAM regulations, opt-out and bounced email management, list cleanliness and managing ISP relations. Also, the offerings provide the infrastructure needed to handle large-scale email marketing initiatives.

Unica’s alliance partner ColdSpark hosts the email delivery services. ReturnPath, an email performance management solutions company, provides delivery assurance services.