Icky email authentication won't go away

It involves things like DNS and other IT terms I like to keep in sealed plastic bags held at arm's length. But email authentication is now so useful in helping getting your email delivered that I fear marketers are just going to have to get to grips with it.

Which means shouldering responsibility for ensuring your emails are properly authenticated.

That's certainly the message that came out of the recent Authentication and Online Trust Alliance Summit. Here are two new articles on the outcome and authentication in general...

Authentication Gaining Momentum: Stefan Pollard wags a concerned finger at marketers still unconvinced that authentication is their job. And reminds us that it's just one tool in the delivery kit...your sender reputation is also important, for example.

Authentication Summit Notes: The folks at MarketingSherpa describe some of the trends and insights that came out of the summit, offer up a bunch of recommended actions you need to take on authentication and reputation issues, and list plenty of useful links for further reading.

For more articles on this whole topic area (written specifically for email marketers) try the email authentication category.

More on deliverability | Tags: email marketing, email authentication, Authentication and Online Trust Alliance Summit

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