As spam continues to pose major challenges for marketers, industry experts are banking on authentication as an important component of e-mail marketing’s salvation.
Microsoft Corp. in June implemented Sender ID, the authentication proposal it has championed, in MSN Hotmail, which now requires marketers to publish SPF records. Hotmail supports more than 200 million users.
BtoB recently exchanged e-mails with Craig Spiezle, director of industry relations, Microsoft Technology Care and Safety, to get his take on what authentication means for marketers.
BtoB:Are legitimate e-mail marketers aware of authentication?
Spiezle: Microsoft is committed to informing e-mail marketers about e-mail authentication and has worked with the Direct Marketing Association on making Sender ID Framework (SIDF) beneficial to all e-mail marketers. … E-mail authentication and adoption of Sender ID continue to grow at a rapid rate with the help of e-mail marketers around the world. Additionally, we are working closely with the Email Service Providers Coalition, which represents the top e-mail marketers throughout the world and, combined with their urging and input, have implemented Sender ID.
BtoB:What is the biggest advantage for marketers using Sender ID?
Spiezle: One benefit to a marketer using Sender ID is that the technology will help to protect their brand from malicious spammers and phishers. … When marketers send e-mail through Sender ID, recipients will have confidence that the e-mail is coming from a legitimate source that they want to hear from and not a spammer or phisher.
BtoB:Will implementing Sender ID on Hotmail have a significant effect on domain holders and e-mail senders?
Spiezle: Yes. … Sender ID is one of many factors in the filtering process to determine the legitimacy of e-mail coming to MSN Hotmail customers’ in-boxes. Filtering decisions are not made on the Sender ID check alone but on a series of checks that help protect against spam and false positives.
Implementing Sender ID accomplishes two things: It further protects consumers by providing them more information about suspicious e-mails, and it’s a call to action for domain holders and e-mail senders to publish their SPF records to help protect their brands and maximize the deliverability and reliability of their e-mail.