The Email Wars

I came across an intersting article from Kevin Newcomb at Clickz. Basically the top tier email marketers and ESPs embraced SenderID and Domain Keys (60% they claim) but he thinks that the next step is reputation services. I agree that it is on the horizon and think that the Return Path and Habeas solutions are two of the best ones out there, not just on price alone, but they are more encompassing than the current Goodmail solution. I think that most email marketers and ESPs would readily embrace, if not faster, a standard of one of these two rather quickly. I know that having to pay multiple vendors for anyone is a challenge. Are you planning on learning more and implementing authentication for your email marketing efforts?

The embrace of e-mail authentication by commercial senders, one of the key issues facing the e-mail industry, is coming along nicely.

The adoption level grew by 60 percent last year and is at a point where most large commercial senders are using one or both of the two dominant frameworks. According to data from the E-mail Senders & Providers Coalition (ESPC), more than 35 percent of all mail now sent is being authenticated.

The logical question many e-mail stakeholders are now asking is, what comes next? At the second annual E-mail Authentication Summit this week in Chicago, many of them will take up that question, discussing what will drive further adoption, issues of enforcement, and how to layer on reputation services once a sender’s identity is known.

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