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Today's article really affects us all
whether you own an ezine or advertise through email. This is a great
article from Jim Edwards regarding the new changes pending at Msn and
Hotmail and their pay to send email proposal. We all knew after the mess
with Habeas, that is wasn't finished and here is another bi product from
that fiasco.
If and when this does go through, then I
have to seriously rethink allowing any msn, or hotmail addresses to the
list. It already does take an arm and a leg to send emails to Hotmail,
msn, and aol. Even personal emails don't go through sometimes. I
understand why they are trying to do it but again, it still doesn't seem
to stop the vast amount of sp^am that reaches us everyday.
But I won't give up and I hope most of
the publishers continue to send out their wonderful information despite
the changes we seem to go through constantly.
That is about it for today. Take the time
to read through the Classifieds, you never know what you may find.
Have a great weekend, and stay
safe.
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Learn a trick of the trade. Maintaining a positive mental
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Clue # 165 - Plan for YOUR best results whenever you can!
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Is the "IronPort" Whitelist Actually An
Extortion Tactic Targeting Small, But Legitimate Email Marketers?
by Jim Edwards
© Jim Edwards - All Rights reserved http://www.thenetreporter.com
It appears that Mr. Gates' prophetic prediction that charging marketers
to send email across the Microsoft email networks (MSN and Hotmail) to
cut down on Sp*m is about to come true.
According to CIO Today, Microsoft is now employing "IronPort Anti-Spam
Technology."
"IronPort" is a paid "white-list" for people who send "mass email"
(including newsletter publishers, ezine publishers, affiliate managers,
mini-course operators, and basically anyone who has a list of opt-in
emails).
If you send any type of email where you do a broadcast to everyone on
your list, this applies to you.
If you want your email broadcasts to get through their filters, you must
pay a hefty fee and post a "bond."
Here are some facts about this developing story:
1. They charge by how much email you send a month, but the minimum
charge is a:
$375 Application Fee, plus
$500 Annual License Fee, plus
$500 "Bond" fee.
That's $1,375.00 just to get in the game.
If you want to see the complete breakdown, go here
https://www.bondedsender.com/fees.jsp
2. If you go over the "complaint" threshold of 1 complaint per month,
then they will debit $20 from your bond fee for each complaint to "fine"
you for being naughty.
Now that sounds good on the surface, but here's a scenario to try on for
size:
Your competitor / enemy / Net "psycho" signs up for 50 fr~e email
accounts at HotMail and complains about you every month when you send
your newsletter.
49 complaints (50 - 1 allowed complaint) times $20 a complaint comes out
to $980 in fines.
Now, can you dispute the fines? Sure, absolutely!
But how much will you lose in time, energy and effort disputing the
allegations? (My guess is, a whole lot more than that.)
You can check out all the "rules" here
https://www.bondedsender.com/fees.jsp
Here are the details of the program straight from the horse's mouth...
https://www.bondedsender.com
Here's my take on this whole thing (which dropped on me out of the blue
today):
First, don't get me wrong... I hate sp~m with a passion!
I spend at least an hour a day fighting it (down from 3 hours a day just
a few weeks ago before I shut down about 2 dozen email addresses that
got harvested by spambots over the last few years).
With that said, this whole "IronPort" thing sounds and smells to me like
"white list" extortion.
Why?
Here's the basic premise: "Pay to get your email through our filters, or
else you run the very likely risk of not getting your email through at
all."
In fact, here's a *direct quote* from their website
https://www.bondedsender.com/faqs/sender.jsp:
<-- Start Quote -->
"What happens if I don't bond my email?
You're rolling the dice and taking your chances with spam filters, black
lists and bulk folders. Some days all of your email may be delivered;
other days 30-50% could be blocked."
<-- End Quote -->
Kind of reminds you of a cheesy mafia movie on late night TV:
Me:
"Hey Bugsy, what happens if I don't pay my 'protection' money this
month? What if I stand up to you and refuse to pay?"
Bugsy:
"Well, maybe nothin' will happen to you because the Boss ain't payin'
attention when I tell him you decided not to pay. On the other hand,
maybe I'll just smack you around a little bit... or maybe-- I'll BREAK
YOUR LEG with this baseball bat! Go ahead and not pay us... then we'll
see what happens!"
Now, back to my question: "Why should I have to pay a huge fee to send
email to people who have opted in to my lists?"
The argument from Microsoft (and soon to be other ISP's) is that the
uncontrolled sp~m on the web is costing them a lot of money to deliver
email nobody wants to read.
Well, if that's the case, aren't email users shelling out cash or credit
to pay their ISPs for email services (mine charges me $40 a month for
cable), or paying for free services like HotMail or Yahoo Mail through
viewing advertising on every page?
I was under the impression we were already paying to receive email...
and last time I checked, there was no place to put a stamp!
Okay, even if we make it past that and we accept the argument that
legitimate emailers should have to pay a fee in order to get on that big
"whitelist in the sky" somewhere... there are still two very important
considerations here:
1. First, what about the little guy who starts doing really well?
You know, the small newsletter publisher who puts out a great ezine or
fr-e report or whatever, and gets a lot of subscribers and then wants to
broadcast email to them on a regular basis?
Let's say they start making $20,000.00 a year from their ezine... are
they now supposed to shell out 6-10% of their earnings in order to get
their messages through? (And that's if they never get a fine!)
Do they have to be penalized for being successful?
Apparently so if this system gains widespread acceptance by all the big
ISP's and email service providers!
2. Second, what about the high potential for abuse at the hands of
unethical competitors and just plain jerks that populate the Internet!
I know it might seem hard to believe, but there are psychos out there
who will sign up for a bunch of free email accounts just so they can
make trouble.
(This is not paranoia! I had a user who signed up, definitely opted-in
from my website, had the emails routed through a SpamCop address so I
got blacklisted by SpamCop until I could get it straightened out. Oh,
and guess who owns SpamCop... IronPort, that's who!)
Now, some idiot making waves with 100 email accounts won't put a dent in
the pockets of most big players in the email arena... for them it'll
just be a business expense.
But for the case of the "little" guy, fighting that potential abuse and
those fees could seriously cripple and even kill a fledgling
enterprise... and that, in my opinion, is a serious problem.
Also in my opinion, all this is going to do is cut out the little guy
and make it easier for big companies to email the hell out of the rest
of us.
A small newsletter publisher will find it cost-prohibitive to pay for
the service, and some giant company will just keep pumping the email out
because they have the staff and resources to fight the inevitable
complaints.
And let's face it, if a big company is paying a $10,000.00 a year
licensing fee plus posting a $4,000.00 bond, how aggressive do you think
the IronTrust people will really be to get rid of them?
In my opinion, not very.
In conclusion: Despite my ranting, I actually think this is a step in
the right direction (albeit an inconvenient step).
Something has to be done to fight spam.
However, at this point, this whole system has (in my opinion) too many
unanswered questions, especially for us little guys.
Namely:
~ Do I really need to do this if I'm a little guy operating and growing
a newsletter?
~ What happens if I get unfounded spam complaints?
~ At what level does it make financial sense for me to do this?
~ What if my newsletter isn't a big profit generator... am I supposed to
give up the revenue I do create just to get my emails through?
To their apparent credit, Yahoo! is also trying to pioneer a solution,
but this one doesn't appear (at this point) like it will cost publishers
or subscribers any money (and I like the sound of that).
http://antispam.yahoo.com/domainkeys
But with so much at stake (on both sides), this issue is a far cry from
any satisfactory resolution.
Stay tuned for further updates as events warrant...
Jim Edwards is a syndicated newspaper columnist and the co-author of an
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