Both AOL and Hotmail have made recent changes to their email clients that will impact all Hotmail users and those AOL users who have transitioned to version 8.0. Topica's been talking with AOL and Hotmail to understand the changes and to make sure Topica mail receives good placement. We want to fill you in on what we've learned to ensure that list mail stays in their primary inboxes.

Why are AOL and Hotmail making these changes? Both AOL and Hotmail are giving recipients greater control over what mail they get, and where they get it. We think steps in this direction are great. Armchair recipients have used confirmed opt-in to confirm that they want list email. The more tools given to recipients for setting priority to wanted email, the less we'll see ineffective methods (particularly ISP-controlled filter methods) used, which frequently make the wrong choices on behalf of users. And since they will also see less spam, the wanted email will get more attention.

We'll explain AOL's and Hotmail's moves below. But let us summarize our recommendation:

For subscribers using AOL 8.0, the best place for email to land is in the "People I know" folder. For Hotmail, primary placement is achieved when email gets to the inbox even when the setting is "exclusive." We suggest to all AOL and Hotmail users that they put your list name (listname@topica.com) or the domain topica.com, in their "Address Book" for AOL and in their "Safe List" for Hotmail. This will ensure that list messages are always seen directly in the inbox, even if they use the most restrictive folder for AOL (People I know) or filter for Hotmail (Exclusive). While Topica works with AOL and Hotmail to make sure the email gets through, only the recipients' action can guarantee placement.

Now, for more information on each client:

AOL 8.0

A good percentage of AOL users have already upgraded to version 8.0, and more will move there over time. Mail being sent to users of the new service can now be viewed using one of four folders. Please note: AOL is not yet making distinctions between which mail should go into "bulk senders" and which into "unknown sender." AOL representatives tell us they are still establishing the rules that will determine this.

• "Everyone" (default) - All mail sent to an AOL user is delivered into this folder, which is the default viewing option when you open your version 8.0 inbox. Today, most AOL users seem to be reading email using the "Everyone" folder, as they categorize their mail and as AOL refines the rules determining what will go into "bulk" and what will go into "unknown."
• "People I Know" - Mail filtered into to this mailbox is only from addresses stored in a subscriber's AOL Address Book or on a Buddy List. We recommend that subscribers use the "Add Address" button that is present on the version 8.0 screen, so that as users begin to read their email using the folder organization, messages from the Armchair will be there.
• "Bulk Senders" - AOL is not filtering any mail into this folder today, but eventually this folder will contain "mail from commercial mailers who have committed to honor AOL stringent e-mail policies. This category may include newsletters, order confirmations, or other opt-in mailings." Topica is a white listed organization with AOL and the Topica Exchange mail for subscribers that haven't put a list name, or the Topica name, into their address book will eventually go into this folder.
• "Unknown Senders" - Mail filtered into this mailbox is mail that is not from either "People I Know" or "Bulk Senders." Today, mail that's not "known" is going here. AOL is letting its users know that: "As you use the AOL service and add more people to your Address Book or Buddy List, the number of messages you receive from unknown senders should diminish and are more likely to be junk mail."

Additional Tools:

• "Add Address": AOL 8.0 Users can press this button as they read an email to automatically place the mail into the inbox.
• "Report as Spam": This button can be used to "report as spam" any mail. The use of this button will help AOL determine whether to place lists into "bulk sender" and "unknown sender" in the future.

HOTMAIL

Hotmail users can now decide between three different settings for viewing their mail:

• Default
• Enhanced
• Exclusive

Hotmail is using filtering technology to keep obvious spam from getting to any customer's inbox. Topica has worked with Microsoft to make sure that all Topica mail is delivered. How and where the email is seen once delivered, however, is in the subscriber's hands.

In Topica's conversations with Microsoft and in testing, we know that if subscribers select the default setting, listmail will be delivered to your Hotmail subscribers' inboxes. Most Topica mail, especially Topica Exchange mail and other Topica mail that is "confirmed opt-in" will also be seen when a viewer is in the enhanced setting. When the user has the "exclusive" setting on, all that will be seen is email from senders who are on the subscriber's safe list.

Hotmail subscribers should be sure to add the list address to their Hotmail safe list. They should also put the topica.com domain in their safe list to make sure all mail from their Topica discussion groups and newsletters are seen regardless of the setting that they use.