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BizReport : Email Marketing : August 27, 2007

Will certified email programs rejuvenate the flagging email market?

Mediocre open rates and low delivery rates have had email marketers wondering how they can rebuild an industry that was thriving a few short years ago. Certifying or authenticating email seems to be the leading effort to rejuvenate the industry and now another provider has signed on to certify emails.

by Kristina Knight

CheetahMail is now allowing certification of email marketing messages sent by preferred clients. The system works my marking messages from marketers with the best email practices and low complain rates with a special icon. That icon lets recipients know that the mail is from a trusted source.

John Ouren, co-CEO of Goodmail said, “Having their messages sent as CertifiedEmail means their messages get through as designed, and their consumers receive a fully functional message specially marked as authentic and desired.”

Goodmail isn't the only provider offering authenticated emails. Earlier this year JangoMail rolled out an authentication program for email marketers; Iconix rolled out a similar platform that places symbols beside mail messages from trusted sources.

By offering icons that will set senders apart or otherwise guaranteeing that emails won't change "in transit" marketers give consumers a bit of security. They don't have to worry as much about opening a phishing message or getting one of those chain emails. Instead, they can be assured that messages that land in their inboxes are, indeed, from trusted e-tailers.

Tags: email authentication, email marketing

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