EmailLabs Teams with Habeas for Deliverability Tools

E-mail service provider EmailLabs has added Habeas’ delivery monitoring service to its offering, providing clients with advanced delivery metrics for their campaigns.

Using Habeas’ Delivery Monitor results within the EmailLabs system, marketers will see details of inbox delivery vs. bulk folder delivery rates for multiple ISPs. These “seedbox” monitoring data, which are gathered via a test network of mailboxes at multiple ISPs, will be integrated directly into the EmailLabs campaign reports.

“We’ve always been trying to manage deliverability issues, by interfacing with ISPs, and requiring permission-based lists. With this partnership with Habeas, we’re taking deliverability to the next level,” Jim Herbold, VP of sales at EmailLabs, told ClickZ News.

EmailLabs clients will not be required to have an account with Habeas to use Delivery Monitor. However, the company will encourage its more than 400 clients to sign up with Habeas for its accreditation and reputation services, which include certification, monitoring and compliance, Herbold said. Those audit and certification services will be provided directly by Habeas.

“The seedbox monitoring will assess the client’s deliverability issues. The accreditation service will provide the means to fix those problems,” Herbold said.

Habeas’ accreditation services are used by major ISPs, including MSN and Hotmail, to assess the reputation of permission-based emailers. Each ISP will give the accreditation different weight in its spam filtering process, but in general an accreditation from Habeas or another provider will improve the odds of a message reaching the end user’s inbox.

Most ESPs have developed deliverability testing programs, or have partnered with third-party providers for such services. Pivotal Veracity offers its clients a deliverability audit, which flags potential deliverability problems and offers guidance on resolving them.

Accreditation and reputation services are widely seen as the next step after widespread adoption of authentication standards, such as Sender ID and DomainKeys Identified Mail.