Sender authentication checks on the rise
SPF records creep into top ten content triggers checked by ISPs.
A report by email marketing software provider Lyris has revealed that use
of the Sender Policy Framework (SPF) email authentication check is on the
rise among ISPs. The company conducts quarterly research studies of
deliverability rates for permission-based email marketing messages, and the
Q2 2007 study revealed that SPF authentication checks are now among the top
ten content triggers checked by ISPs to determine whether an email is
legitimate.
Stefan Pollard, of marketing solutions provider EmailLabs, says,
'This is the first time we've seen SPF checks start to creep into content
filter tests, which means that receivers are starting to verify that a
sender's SPF authentication record is accurate.' Pollard urged legitimate
email marketers to ensure that their records are accurate and kept up to
date.
01 September 2007
Tags:
SPF, email marketing, sender authentication, spam.
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