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Bulk Email and Authentication |
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There are a lot of people out there who don’t know anything about email authentication, certification, accreditation and reputation and how all these affect Bulk Email Marketing. All these things mentioned have a big impact on our ability to get our emails delivered to their intended destinations and we should know more about these things in order for our Bulk Email Marketing Campaign to be successful.
One of the more common problems involved in emails is origin and accountability. The origin of an email can be easily faked and this method is commonly used by spammers and phishers, alike. Spammers fake an email’s origin to avoid accountability for their spamming and phishers do it to fool the recipient into thinking that the email comes from someone else and tricks them into divulging confidential information such as their account name and passwords.
Email authentication is a process that allows the ISP and email providers to verify the alleged identity of the sender. Email authentication allows an ISP to verify and be certain that an email that supposedly comes from mydomain.com actually does come from mydomain.com. When an ISP has the capacity for email authentication, they can then decide whether or not to deliver the email or how they tag the email when it is delivered.
When the ISP cannot verify the sender through verification, then it might consider blocking that email or add points to its spam score. If the ISP will deliver the email, it might be tagged as “cannot verify sender”.
Another possibility is that the ISP will deliver an unverified email as normal, but mark those that have been verified as “sender authenticated”. Seeing all the aspects involved in email authentication, it is pretty obvious how it can impact an email marketing campaign. Email authentication directly affects email deliverability and so it is an important issue for email marketers. Although your emails will be delivered, the impact of its being tagged as “verified” or not “verified” affects whether or not your recipients will actually open your email. An undelivered mail and an unopened mail have the same implications to your email campaign.
The Authentication and Online Trust Alliance (AOTA) has reported that as of February 2008, over 50% of the largest brands of ISP are already setting up authentication of outgoing email. It is also reported that major webmail services like Yahoo, Gmail, AOL, Earthlink, etc. are all now using authentication. With these numbers going up, you should take email authentication into account if you are serious in making your email marketing campaign a success.
Email authentication is a good thing for email marketers. This helps in restoring the trust in email as a communication medium. Also, it clears your inbox from unwanted emails, especially those coming from phishers. But email authentication is not the solution to the problem of spam. We have to note that all email authentication does is just that – authenticate emails. It merely tells you whether the sender of the email is in fact who they claim to be, but it doesn’t tell you whether or not an email is spam or whether it is solicited or not. But nevertheless, email authentication contributes to a more pristine email system.
So how does email authentication work? Basically, it involves your domain name records or the formal information that is associated with your domain name. These domain records can be modified to indicate which IP addresses are allowed to send email on behalf of your domain. When an ISP receives an email claiming to be form a particular domain, the ISP can check the records and identify which IP addresses are allowed to send emails form that domain. The ISP then compares the physical source of the email with the records. If the IP address matches one that is on the approved list, the email is authenticated. If not, then it will be tagged as unauthenticated by the ISP. So for email marketers, it is important to modify your domain name records so that the ISPs have something to refer to when they attempt to authenticate your email. If none is found, the ISPs cannot authenticate your email. Right now, modifying and publishing a domain name record is a little bit complicated to marketers. You may need to enlist the help of an IT expert to do this for you. You should note that there are two authentication standards that seem to have established themselves as the most important and you would be wise to follow the requirements of both. These two are Sender ID and DomainKeys.
As email authentication spreads, ways to implement it will undoubtedly become simpler. But for now, you may just ask your IT personnel for help. But whether you know how to set up the perimeters for email authentication or not, it is imperative that you implement it as it is vital for your email marketing success. |
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Dedicated Email Server in
USD 800 / Month
Shared SMTP for Email USD
249 / Month
Managed Dedicated E-mail
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We
can customized any service
for your needs, Just contact
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| Customer Feedback |
 I can never imagine that emails go so quick! Now I know whether an email arrives immediately after I click 'send' button. Thank you providing this helpful software. I will recommend this software to all my friends. ...  |
| “Jason Ostresh” |
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