Commercial email senders using Goodmail Systems' CertifiedEmail reputation and accreditation services will now more easily reach AOL and Yahoo mail inboxes as a result of new deals with the portals, with the message bypassing volume and content filters to automatically reach users' server-level inboxes, writes ClickZ. Messages will be marked in the user's inbox, and in the message itself, as having come from a trusted source. Until that ROI is proven, the service will be used more for billing statements or transaction receipts and the like, rather than for marketing messages, according to ClickZ.

Senders must first undergo an accreditation process to ensure that they are qualified legitimate senders. Once they meet those requirements, they will then install an additional software component.

Reputation services like those offered by Goodmail, Bonded Sender and Habeas don't replace email authentication but are considered a next step: Once senders are identified, their reputation ca be evaluated based on their actions.