Microsoft’s Hotmail and MSN e-mail services, which together claim 170 million regular users, will require marketers to put money up front if they wish to ensure their messages aren’t mistaken for unwanted spam.
IronPort’s “Bonded Sender” service guarantees that legitimate marketers who post a cash bond and adhere to a set of guidelines will get their messages delivered.
“It’s the exact opposite of blocking. It says, ‘Hey you’re a good guy, I’m not going to run you through the metal detectors,” said Tom Gillis, IronPort’s vice president for marketing.
Read more at Reuters.