Do you need Goodmail?

AOL’s recent announcement to protect its members from phishing and email fraud by implementing Goodmail’s certified email program has caused a flurry of rumors.

The most prevalent rumors are dispelled below.

RUMOR:
The AOL Enhanced Whitelist program will be eliminated.

TRUTH:
According to AOL, the Enhanced Whitelist will continue.

If you maintain good mail practices including requiring subscribers to Double Opt-in, your messages will continue to deliver through as they do now. Ask your subscribers to add you to their address book. This will help your message bypass most SPAM filters and increase deliverability.

RUMOR:
Email marketers will be required to pay “email postage” to have messages delivered.

TRUTH:
Keep your list clean and you will continue to deliver.

It may not be necessary to join Goodmail to ensure deliverability of your message. While the minimal cost of a fraction of a penny charged by Goodmail for each message sent seems like a small price to pay, email marketers with a large list could really take it in the pocketbook.

By following the basics of list hygiene you will improve your deliverability. Following simple steps including removing old non-clicking, non-opening names from your list will minimize bounces. Reduce complaints by asking for permission and make your unsubscribe link more visible. Always remember, you can’t get whitelisted if your lists aren’t clean.