Although an official press release has yet to be published, Silverpop received word early this morning from Goodmail that it will cease operations on Feb. 8, 2011, at 5 p.m. PST, giving its customers one week to find alternate suppliers. Goodmail is the creator of the “Postage Stamp” accreditation service, which offers improved delivery into the inbox at several large ISPs.
While it’s sad to see, it’s not too surprising as it further demonstrates the seriousness of ISPs and inbox providers in focusing on recipient engagement. The model in place at Goodmail allowed accredited users to send “tokenized” email into a separate domain at each of the respective ISPs and inbox providers where Goodmail had a relationship. Sending tokenized Goodmail messages offered many benefits, including:
- Delivery into a recipient's inbox—past content and volume filters
- Automatic rendering of links and images on default
- Inbox labeling with Goodmail’s Blue Trust Seal
- Security strip messaging with the Blue Trust Seal
This, of course, is in direct contrast to recipient engagement. Rather than allowing recipients to determine placement of emails in their inbox based on their specific engagement with the sender, the system enabled companies to become accredited and deliver messages they felt recipients should receive directly to their inboxes.
So, what does this mean to you? Well, if you’re a Silverpop client, my deliverability team has already started working to develop a migration plan. We’ll reach out to all Goodmail clients directly to start this process as soon as possible. While the initial email received this morning from Goodmail stated that it will work with inbox providers to migrate your reputation, Silverpop is working to ensure that any disruption in sending is minimized as much as possible.
If you’re not a Silverpop client, you should reach out to Goodmail and your ESP or your internal operations team immediately to start working through the details of removing the tokenization from your architecture and developing a plan to re-ramp up your volume and rebuild your reputation at any of the Goodmail-affected domains.
Here’s a high-level list of affected Goodmail-accredited domains:
For a complete list, please reference the Goodmail website.