Return Path Expands Email Certification and Mailbox Provider Solutions to Russia
Top Russian mailbox providers Mail.Ru and Yandex.Mail partner with Return Path to facilitate delivery of permissioned messages and combat email abuse
NEW YORK – JUNE 25, 2014 Return Path, the global leader in email intelligence, today announced the details of partnerships with Russia’s largest mailbox providers, Mail.Ru and Yandex.Mail, whose combined users account for more than 90% of all consumer mailboxes in Russia. The companies’ agreements enable senders of permissioned email to apply for Return Path Certification to facilitate delivery of their messages to Russian consumers’ inboxes. Both mailbox providers have joined the Return Path Trusted Cooperative Network. They will contribute and gain access to worldwide anti-spam and anti-fraud intelligence and analysis that reduces abusive email originating from and entering their networks.
For email marketers whose data management standards and sending reputations qualify for Return Path Certification and inclusion on Return Path’s whitelist of trusted senders, the program’s availability in Russia improves their ability to deliver messages to Russian subscribers’ inboxes, keeping them connected to their customers and maximizing email campaign revenue. For Yandex.Mail and Mail.Ru participation in the Return Path Certification program and access to the Certified Whitelist speeds inbox placement decision making and enables them to focus more of their technological resources on filtering potentially abusive messages.
“Building an effective solution to help marketers reach and stay connected to Russian audiences has been a keystone in our international expansion plans, and Yandex.Mail and Mail.Ru have been working with us for more than a year to create a program that delivers a great customer experience,” said Matt Blumberg, CEO of Return Path. “The result is a collaboration that helps them protect their users from mail they don’t want while making sure they get the mail they do want. Together we’ve taken a giant step toward making email better and safer for users in Russia and around the world.”
In addition to using Return Path’s whitelist to identify good senders, both Mail.Ru and Yandex.Mail will take advantage of Return Path’s Outbound Abuse Manager to detect and stop spam and fraud originating from within their networks. To detect and block abusive email coming from other networks, they will use Return Path’s Reputation Network Blacklist and its global mailstream analysis to identify sources of suspicious messages. To combat inbound phishing and spoofing of well-known brands, Return Path is making its DMARC-based solution, Domain Protect for Mailbox Providers, available to both mailbox providers, with the DMARC standard already operational at Mail.Ru. (Yandex.Mail has been using its own DMARC implementation.) DMARC, which stands for Domain-based Message Authentication, Reporting, and Conformance, is a technical specification that enables senders and receivers to enforce email authentication measures against phishing, and to report on it.
“Providing Yandex.Mail users with the best possible experience has always been our top priority, and our collaboration with Return Path enables us to make the service a safer, more comfortable environment,”” said Alexey Kapranov, Head of Infrastructure at Yandex.Mail, which serves more than 30 million users monthly. “As one of the leaders in the search and email communities, we share a responsibility to enhance trust and security throughout the online world, and we look to partner with other leading companies such as Return Path to help us fulfill that promise.”
Return Path’s trusted cooperative network helps mailbox providers manage and protect more than 2.5 billion mailboxes across the globe, approximately 70% of the worldwide total. Mail.Ru and Yandex.Mail join a collaborative group of 80+ mailbox providers who, through Return Path, work together to maintain trust in the integrity and security of email communication
“Mail.Ru, being one of the top five daily audiences for a global mail service, and Europe’s largest mailbox provider, is constantly searching for ways to improve our user experience, and our partnership with Return Path gives us access to data and global analysis that will further enhance our ability to deliver the messages that our users want and filter out the rest,” said Anna Artamonova, Vice-President, Head of Email and Portal Business Unit, Mail.Ru Group. “In addition to our adoption of DMARC to bolster our anti-phishing capabilities, we have also implemented Return Path’s Feedback Loop Manager to help our senders improve their complaint response, which further improves the mailbox experience for all consumers.”
About Return Path
Return Path is the worldwide leader in email intelligence. We analyze more data about email than anyone else in the world and use that data to power products that ensure that only emails people want and expect reach the inbox. Our industry-leading email intelligence solutions utilize the world’s most comprehensive set of data to maximize the performance and accountability of email, build trust across the entire email ecosystem and protect users from spam and other abuse. We help businesses build better relationships with their customers and improve their email ROI; and we help ISPs and other mailbox providers enhance network performance and drive customer retention. Information about Return Path can be found at returnpath.com.