Return Path has launched a reputation management product for email marketers that gives companies a "credit score" - based on data from email receivers that is then analyzed by the company's proprietary technology - for their email campaigns, to help increase email deliverability, writes DM News (via MediaBuyerPlanner). "Delivery has long been about reputation. If you have a good one, your email gets delivered. If not, the inbox can be an extremely hard destination to reach. Trouble is, figuring out your email reputation has been hard to do," writes George Bilbrey, VP and GM of delivery assurance solutions for Return Path.

Sender Score looks at 60 types of data - including complaint rates, unknown user rates, security practices, identity stability and unsubscribe function - from several major ISPs and filtering companies.

Deliverability remains a challenge, with 82 percent of marketers saying email deliverability is a problem for them, according to a study released Thursday by EmailLabs.