CNN: Bringing order to e-mail marketing

My spin: So you’ve been building an email marketing list, but now you find the intended recipients are not getting the email. Why – well it’s being thrown into a spam folder by your recipients email provider. What to do? (read below)
I generally dislike Clear Channel for their too-tight control of live entertainment, but I nonetheless like to get e-mails from the company because they tell me about concerts I may want to attend.
Lately, though, Yahoo Mail has begun putting Clear Channel’s messages in my “bulk” mail box, even though I have been receiving them for years. For some reason, Yahoo incorrectly thinks they’re spam.
Meanwhile, my inbox continues to be cluttered by messages like the one I got yesterday entitled “Fw: I’ll take a minute to check it out. see more get info nuqrwkyqkxis.” I would have loved that one to go right to trash. (It promoted “work from home” opportunities.) And in my supposedly well-monitored work e-mail, I received a compelling communication with the subject line “Nasty girls loving kinky action!”
E-mail is getting out of control, despite antispam legislation that went into effect January 1 and the growing use of antispam software. Yet e-mail is not something that we can afford to sacrifice. We’ve come to rely on it for too much.
Which brings me to Return Path, a unique company that aims to bring order to the chaotic world of e-mail. It has several businesses, all devoted to helping the good guys in marketing and helping consumers get the messages they want.
(full story)