Real Magnet Joins Bonded Sender Program

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E-mail marketing firm Real Magnet, Washington, said Friday that it joined the Bonded Sender program, which is operated by TrustE and IronPort Systems.


To qualify, Real Magnet said, it had to have its technology and practices certified by TrustE. Once certified, certain Real Magnet IP addresses were "white listed" with IronPort's network of 34,000 receiving organizations, including MSN and Hotmail.


The program also requires Real Magnet to post a bond guaranteeing that all messages sent from the dedicated IP addresses are from organizations that comply with the program's sender standards.


In June, e-mail service providers panned the Bonded Sender program in an internal industry report, saying it does not treat commercial e-mailers fairly. The report detailed several shortcomings the committee found in a test of the e-mail reputation system.


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