Tuesday, November 21, 2006

Email Delveriability Tip of the Day: Authentication

Not sure what authentication is when it comes to email marketing and how it relates to email deliverability? Have you seen those Visa commercials where a call centre verifies these heads that come through a computer screen? It's similar to this. How do you prove to your email recipients that the email that you're sending is actually from you? Through email authentication.

Check out this article on ClickZ by Stefan Pollard called "Marketers Still Unclear on Authentication" for a better understanding of this concept. Stefan defines authentication as the following:

Authentication helps you, as an e-mail sender, prove you are who you claim to be and that you have the right to send e-mail from your IP address. It's designed to block fraudulent e-mail that forges its identity or hijacks someone else's server or IP address to send e-mail.

You should ensure that your email provider has taken all of the necessary precautions to ensure that the email you send to your customers and prospects follows the authentication best practices.

Chad H.

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