A lot of Marketers have been up in arms about AOL and Yahoo adopting a pay for delivery email certification program. However this is not a bad thing, in fact it is a good thing. The biggest problem in Email marketing is SPAM . Legitimate email marketers are always grappling with having their emails blocked, emails going to junk folders , etc. . If we can pay the ISP’s to assure delivery into the inbox it is worth it.. Furthermore , a SPAMMER will send out millions of emails in hopes of earning a few hundred dollars , however , if they needed to pay $0.0015-$0.0025 cents to assure delivery to the inbox it would become prohibitive at $1500-$2500/million emails. Additionally , not everyone can be certified, they must have had a unique IP for at least 6 months with an acceptable (low) level of complaints. In the end the old adage is true, you get what you pay for. And with the ISP getting paid they have the incentive to deliver those emails as opposed to the current paradigm that encourages the blocking of commercial email.. Non-profits should not panic, Goodmail has a rate plan for non profits. Blue Sky Factory will be partnering with GoodMail in addition to our current partners Bonded Sender and Habeas.