Retailers shift their ad spending from TV, radio and print ads to digital ads.
Skylist launches an ISP consulting service to help retailers better comply with anti-spam rules.
Now that Internet service providers are charged with being even tougher on getting rid of spam, web retailers have to be equally tough in using the right mix of technology and business strategy to comply with ISP spam rules while still getting noticed in customers’ inboxes.
To help them, Skylist, an Austin, TX, e-mail service provider, is introducing an ISP relations consulting service designed to help retailers increase the efficiency of their e-mail marketing campaigns. With the service, Skylist will perform a detailed analysis of a web merchant’s e-mail sign-up and delivery program; analyze campaigns and compliant monitoring system; and make recommendations for improvement. The second part of the service lets Skylist manage the “white list” and certification processes at all applicable ISPs including the Bonded Sender Program, Brightmail, AOL, Yahoo and Outblaze.
In addition, the ISP consulting service provides web retailers with ongoing analysis, automated monitoring tools, and statistical reporting on a weekly or monthly basis. Pricing varies, but is based on the volume of e-mails sent, says Skylist CEO Joshua Baer
Skylist’s primary e-mail marketing package is StormPost Version 2.2, which sells at just under $25,000 for a software license or $2,500 to $10,000 per month for an ASP version. Among the web retailers using StormPost are Karmaloop.com and eDiets.com. StormPost is compliant with the SPF standard, which requires marketers to register their IP addresses according to Sender ID specifications, a process that will let ISPs authenticate that each incoming e-mail originated from the IP address shown in the “from” header.