Finding your relevancy

Ken Magill reported today that Responsys has unveiled a tool to measure the relevancy of email marketing programs. This tool is intended to help marketers implement the advice “be more relevant.”

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Email related laws

I’ve been working on a document discussing laws relevant to email delivery and have found some useful websites about laws in different countries.
US Laws from the FTC website.
European Union Laws from the European Law site.
Two documents on United Kingdom Law from the Information Commissioner’s Office and the Data Protection Laws.
Canadian Laws from the Industry Canada website.
Australian Laws from the Australian Law website.

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Goodmail

Goodmail made a splash on the email marketing and ISP industries a few years ago by announcing their CertifiedEmail program. They guaranteed that using their certification would result in email going directly to the inbox, and all images in the email would be displayed by default. Senders using Goodmail would pay money, per message, and Goodmail would split that money with the receiving ISP.
This sounds very much like a situation where everyone wins. The senders get their mail to the inbox with images turned on. The receiving ISPs get a little money to deliver email and offloads some of their sender screening onto a third party. Individual recipients know that this email is certified and that it’s safe to click on links in the email.
In the time since CertifiedEmail has been announced, however, there seems to be very little adoption. Sure, receivers do seem to be signing up, a little. AOL and Yahoo have been using CertifiedEmail for a while. In summer 2007, a number of cable providers announced they would be using CertifiedEmail as well.
Senders, on the other hand, don’t seem to be adopting this as fast as Goodmail might like. The Federal Government recently announced they would be sending email signed by Goodmail and some large online companies, Overstock.com among them, are also sending with certified email. In order to get more companies to sign up for CertifiedEmail, Goodmail announced in August 2007 that they had partnered with CheetahMail, Episilon and Axciom Digital to provide free CertifiedEmail to qualifying customers of those ESPs.
Why might companies not be adopting CertifiedEmail? I have a couple of thoughts.

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How to improve AOL delivery

DMNews interviewed Charles before he left AOL about the state of spam and the challenges for ISPs and how that affects senders. The article was published this week. In it he talks about

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