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02.03.06
AOL Phases Out Enhanced Whitelist
 By
Jason Lee Miller
America Online is phasing out its Enhanced Whitelist, replacing the bulk-mailing program with Goodmail's CertifiedEmail program. The new system will carry a fraction of cent fee to commercial mailers for every email with images and hyperlinks.
A statement released by AOL Postmaster Chales Stiles revealed:
· On April 3, 2006, AOL will change the qualification criteria for the Enhanced
Whitelist by lowering the complaint threshold to an extent that will significantly
reduce the number of IP addresses included in the program.
· On June 30, 2006, AOL will terminate Enhanced Whitelist privileges. This change
will disable links and images by default from all non-certified bulk email viewed
from AOL 9.0, AOL webmail and all subsequent client releases. As always, links
and images can be enabled by the end user on a message-by-message basis.
AOL cites increased security threats such as phishing attacks, image-based viruses
and other email fraud as the reason to allow only Goodmail
accredited email senders to display images and hyperlinks. Also, emails sent through
Goodmail's CertifiedEmail program will receive a "trust icon" in inboxes and message
windows to denote that the sender has been qualified. CertifiedEmail messages
will bypass spam filters automatically.
"The rigorous sender accountability enabled by the CertifiedEmail service is not feasible with the AOL Enhanced Whitelist program," said Stiles.
Some bulk mailers are upset at the fees charged by the Goodmail system. Lyris
Technologies' Rob Wilson told DM
News the fees were "astronomical" and a "step back."
"They're potentially going to spend more for getting through to AOL than they spend on their e-mail budget," he said.
Jupiter Research's David Daniels disagrees on his Jupiter weblog:
"The use of Goodmail's certified mail is a positive step forward for several reasons.
· It removes any perception of a conflict of interest for the ISP's as it
totally removes them from the certification process.
· It standardizes the certification, accreditation and reputation process, which
potentially can be used universally across ISPs and MTAs (to date AOL, Yahoo,
Port25 and Strongmail are on board as well as a handful of ESPs).
· Most importantly it will accelerate the rate at which marketers improve their
level of sophistication. Adding an additional cost to email delivery will drive
the industry as a whole to adopt better mailing practices, such as throttling
down the frequency of mailing to the non-responding portion of a list. Marketers
will have to be more judicious about what they are mailing, to whom, and how often.
· Finally, it begins to restore confidence in the channel for consumers. ISPs
will have a much better handle on separating the "good mail" from the bad, which
will result in a cleaner, more intelligible inbox for consumers."
About the Author:
Jason L. Miller is a staff writer for WebProNews covering technology and business. |
