Beginning in January, Yahoo will join an impressive number of ESPs and email filtering services in using Return Path’s Sender Score Certified whitelisting program to give inbox preference to reputable mailers. The Return Path whitelist is already utilized by many of the biggest names in email including Windows Live Hotmail, Time Warner, Spam Assasin, Iron Port and Cloudmark, affecting the deliverability to over 1.2 billion inboxes worldwide and growing.
Yahoo adopting Sender Score Certified has positive implications for legitimate email marketers who are already Sender Score Certified, as it will begin to improve their deliverability in Yahoo mail inboxes. It also means caring about email reputation as a marketer has never been more important. As more and more ESPs adopt strict, uniform standards for the mail that reaches their customer inboxes, getting a handle on your reputation as a sender could mean the difference between sink or swim. Mailers can apply to become Sender Score Certified at the Return Path site.
