Goodmail Closes: What Does This Mean for Senders?

We’re sorry to see the good folks at Goodmail ceasing operations after six years of providing their CertifiedEmail service. They provided a good viable solution for senders who wanted to “certify” that their mail was good, in the attempt to get the absolute best delivery possible.

How it works: Participating ISPs would theoretically prioritize incoming email from Goodmail, and deliver it promptly to the recipients’ inbox. Goodmail email would also, depending on many variables, display all images, include all links, and even display multidimensional applications such as video.

So what went wrong? Hard to know for sure, but we think we have a good idea.

If you have a good subscriber email list, send good content, and send email out regularly with a reputable email service provider (ESP), your email delivery to ISPs will be very good.

So occasionally when our clients asked us to look at Goodmail for them, we had to figure that any incremental improvement in delivery had to be weighed against the cost of the service. In other words, how much better would the delivery of the email be, and was it worth the added expense?

Apparently not.

If your delivery improves only fractionally, and yet you have to pay for that improvement in delivery, depending on the nature of your email it can be very difficult to justify the added expense. And we think that’s the challenge that most senders faced.

We welcome similar and additional future technologies and methodologies in order to help email get where it is going, and conversely to reduce unwanted email. I think everyone wants that. As the landscape of email evolves, there is no doubt there will be new innovative and creative ways developed to help keep email one of the best and most efficient communication methods available.

Andrew Lutts, CEO, Net Atlantic, Inc.

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