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Both companies will still accept free emails but are offering
the chance to pay to avoid their spam filters. By paying the fees,
messages will not go through spam filters. They are guaranteed
to arrive and will bear a stamp of authenticity.
AOL's certified e-mail system would require advertisers to pay
$2 to $3 per 1,000 messages. The plan is optional though the company
cannot guarantee that all non-certified e-mail with Web links
and images will be delivered.
The optional charging plan is meant for organisations that send
a lot of e-mail and do not want their messages mistaken for spam.
Those who do not want to sign up will be able to send mail the
old-fashioned way. AOL says The New York Times and American Red
Cross have already signed up for the service. The two internet
giants are working with tech firm, Goodmail Systems, on the project.
Yahoo has yet to decide how it will route paid-for emails.
Any business can apply for the program. Goodmail determines if
applicants are legitimate companies with pristine e-mail standards.
AOL has final approval. E-mail of approved companies will come
with digital tokens recognized by AOL security defenses. AOL subscribers
will still be able to block mail from certified senders by adjusting
anti-spam tools on their accounts, AOL spokesman Nicholas Graham
says.
Marketers affected by the plan call it e-mail taxation designed
to create a new stream of revenue for AOL. "This will be
painful for marketers in the beginning, but it is a positive step
in forcing them to be more selective in who they e-mail,"
says Jupiter Research's David Daniels. "Many now just blast
e-mail rather than target an audience."
Jupiter Research estimates that e-mail marketing is expected to
jump 24%, to $1.1 billion, by 2010 from $885 million in 2005.
If successful, the plan could entice other Internet service providers
to follow.
More details when they are available.
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