Webmail services trial “send more like this” button

Some of the world's largest email address providers today launched a beta test that might prove a huge new source of subscribers for email marketers.

The "subscribe to more" (STM) button sits in the webmail interface and allows email users to automatically sign-up to dozens of new commercial email programs.

Webmail providers hope the button will open a new CPA revenue stream as advertisers move away from display ads during the downturn.

Angus Young and Brian Johnson, co-chairs of the Webmail Technology Forum (WTF) that's coordinating the initiative, were kind enough to reveal some details...

What exactly is the STM button?

Clicking the "subscribe to more" button automatically subscribes users to a number of additional commercial email programs which offer similar deals or information to the email currently displaying in the webmail interface.

Contextual scanning technology identifies the email's topic, then subscribes the user to between 12 and 20 (depending on the topic) similar commercial email programs drawn from a central database of approved business senders.

How do you get on the approved business senders list?

During the beta trial, services are working with selected commercial email senders by invitation only. To appear on the list, they must satisfy a rigorous set of criteria, including double opt-in sign up practices, authentication, minimum spam complaint thresholds, standards compliant email design and others.

If the trial is successful, the plan is to open the database to applications from any business.

How much does a listing cost?

Currently, a listing is free for businesses in the beta trial. Once the program goes public, there will be an application fee to cover the approval process and a per sign-up coregistration fee based on a sliding scale. The more people sign-up, the lower the per-address fee charged.

The actual fees haven't been decided yet.

When can we expect the program to roll out completely?

The beta test is due to run for a year. The WTF expects to roll out to the full webmail audience around April 1st, 2010.

Related post: New "report subscriber" feature launches

Tags: email, email marketing