The Email Wars

No more free passes, and if you are not compliant, by the way the conplaince site was down this AM, then your email will not be delivered. No ifs, ands or buts. These are the Rules and Bill makes them.

MSN Requires Sender ID Email Authentication

MSN today launched its Sender ID email authentication program for email sent to Hotmail users. Starting today, those emails for which the sender cannot be verified will be relegated to account-holder’s junk email boxes. Yahoo has discussed a similar program but has not implemented it yet. The Direct Marketing Association alerted email marketers late last week of the program’s implementation, and email delivery firms informed their customers yesterday.

“Messages that have not been authenticated will most likely be placed into a customer’s junk folder or deleted altogether in conjunction with other spam filters,” the June 17 DMA email stated. Microsoft announced the Sender ID program last summer but did not give an implementation date. And it has not communicated with the email marketing industry about it for several months.

The DMA and email delivery firms have urged their members to implement authentication programs for several months. “Compliance with authentication programs is a necessary step to protect both corporate brands and consumer confidence,” said Jerry Cerasale, DMA senior vice-president of government relations.

“Compliance is Necessary”. This is my favorite part of this news, “Required”, “Deleted Altogether” and “Not Communicated”

The Great Red-mond wall is growing. Please Bill, talk to the “troops in the field” and let us know before you drop the napalm on our lives.

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