What's New
Goodmail rejecting three quarters of applicants
Posted on March 09, 2006

Goodmail has rejected more than 75% of the companies that have applied for its Certified Email program, according to the company's chief executive, Richard Gingras.

Gingras said most of the rejections are because the applicants' spam-complaint rates are too high. He declined to specify what constitutes too high a complaint rate.

"Our criteria are very rigorous and the fact of the matter is that a lot of folks out there just don't qualify," he said. "Most senders say they're on AOL's enhanced whitelist and they're not."

AOL maintains two so-called whitelists of senders that meet certain unpublished good-behavior criteria such as low spam complaint rates, and as a result, reportedly have an easier time getting their e-mail delivered intact. The enhanced whitelist is the stricter of the two.

Goodmail will put its stamp of approval only on e-mail to applicants' existing customers or existing members of the applicants' organizations, said Gingras.

Goodmail will also reject applicants if they've been in business less than a year, said Gingras.

John Rizzi, the chief executive of e-mail service provider e-Dialog, said one reason for Goodmail's high rejection rate may be that e-mailers with the most questionable marketing practices are lining up first.
SOURCE: Direct