Listrak Takes Steps to Ensure Positive Reputation and Deliverability

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Leading email marketing service provider improves handling of hard bounces due to invalid email addresses.

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ISPs have begun to penalize deliverability due to excessive bounces. It is imperative for email marketers to keep their bounce percentages as low as possible so ISPs do not block or filter the messages. By removing invalid email addresses immediately, we have added an extra line of protection for our customers.

Listrak, a leading email marketing solution provider based near Lancaster, PA, announced that it has made important changes to the way its system handles invalid email addresses. Listrak has identified a finite list of known bounce codes that result from an invalid email address and the system now automatically removes any recipients from the list that generates one of these codes. This new feature will protect users' reputations with ISPs and will help ensure their emails are delivered to their subscribers' inboxes.

Listrak has always allowed users to set the number of bounces received before removing the addresses from the list, and users may still do this for soft bounces. A soft bounce is a message that cannot be received due to a temporary problem -- such as a full inbox. These issues are usually fixed within a short time frame, so Listrak automatically attempts to resend the message for a number of days determined by the user. Hard bounces are messages that are unable to be delivered due to a permanent error -- such as an invalid email address. Because these issues cannot be fixed, Listrak removes the invalid email addresses from the list before attempting to resend the message to the soft bounces. This keeps the bounce percentage low and the email marketer's reputation intact.

Ross Kramer, CEO of Listrak, says, "ISPs have begun to penalize deliverability due to excessive bounces. It is imperative for email marketers to keep their bounce percentages as low as possible so ISPs do not block or filter the messages. By removing invalid email addresses immediately, we have added an extra line of protection for our customers."

About Listrak
Listrak is a leading provider of hosted email marketing software that allows permission-based marketers to manage, send, track and grow their email marketing investment. Listrak services clients such as Daimler Chrysler, Motorola, L'Oreal and the Islands of the Bahamas from its Lititz, PA headquarters. Listrak was named the 2006 Small Business Technological Excellence Award winner by the Philadelphia Chamber of Commerce, the 2006 Emerging Business of the Year by the Central Penn Business Journal, a Top Fifty Fastest Growing Company in 2006 and 2005 by the Central Penn Business Journal, and the 2005 Growth Company of the Year by the Technology Council of Central PA. To learn more, visit http://www.listrak.com.

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Megan Ouellet
Listrak
717-627-4528
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