In response to the tremendous amount of spam and scamming email messages, there is a growing trend towards the use of email authentication.
Marketing Profs Daily Fix Blog reports:
"MarketingVOX: Authentication for email marketing messages is being used by an increasing number of marketers, reports ClickZ.
The report on usage comes from Microsoft, who presented their findings at this week’s Authentication and Online Trust Summit. It says Hotmail alone identifies 3.8 billion deceptive emails a day. It also says adoption of Sender ID is up three-fold in the last year.
Marketers and the service providers they use for e-mail messaging need to adopt authentication standards both for outgoing and incoming messages. 2007 is expected by some to be the year that authentication really takes off as a valuable tool for e-mail marketers because of the ever-growing spam and scam e-mail problem.
Sounds good if it works, but with legitimate marketers always playing catch-up with the new technologies used by those who aren’t, can we ever win this battle?
-Susan Martin
