"This will be painful for marketers in the beginning, but it is a positive step in forcing them to be more selective in who they e-mail," says Jupiter Research's David Daniels. "Many now just blast e-mail rather than target an audience."
This move comes in partnership with Goodmail, a company working to provide “certified” mail environments where an entire company has a record that indicates whether or not the e-mail will be delivered. As it stands, most e-mail today is still “just delivered”, regardless of course or content, and this is one step to changing that. It's unlikely this will have much of an impact at first, but there is a problem with SPAM and something has to be done, criticism aside.