Consumers Are Aware of Sender ID in E-Mail, Study Finds

Share this article:
Though AOL and Goodmail are in the news of late with their e-mail authentication efforts, consumers are much more aware of Yahoo's DomainKeys and MSN Hotmail's Sender ID, according to a report released yesterday.


Forty-three percent of consumers surveyed by e-mail solutions firm Epsilon Interactive, New York, have seen a Sender ID notice in their MSN and Hotmail e-mail accounts ("The sender of this message could not be verified by Sender ID"), Epsilon found in its annual "Email & Spam: Consumer Attitudes and Behaviors" survey.


Most users said they "heed the warning" and would not trust the sender of an e-mail with that Sender ID message. A much smaller portion -- 19 percent -- of Yahoo Mail users said they recently saw Yahoo's DomainKeys message: "Yahoo DomainKeys has confirmed that this message has been sent from a company I subscribed to receive newsletters from."


Meanwhile, the survey also found that Yahoo replaced AOL as the most-used e-mail service, garnering a 23 percent market share among consumers, compared to AOL, 15 percent; Outlook Net, 16 percent; Hotmail, 12 percent; and Gmail, 5 percent.


In other survey findings, 56 percent of consumers said they are receiving less spam than they did a year ago. Consumers also are getting smarter about phishing: 69 percent said they can identify phishing e-mails, compared to 64 percent last year.


In other positive news, consumers said e-mails are more relevant. Fifty-eight percent said e-mail is usually targeted to their needs and interests, up from 53 percent from a year ago.


Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Is the Next Mobile Already at Hand?

Is the Next Mobile Already at Hand?

Researchers quibble about just how big the Internet of Things is going to be, but a new report says it's going to be huge and that marketers need to pay ...

Sony Brings Data to Outdoor Advertising

Sony Brings Data to Outdoor Advertising

Norwegian moviegoers got front-row seats when Sony took dynamic digital ads off the Web and into theaters.

Ramp Introduces Video Platform for Marketers

Ramp Introduces Video Platform for Marketers

The cloud-based platform syncs with marketing automation and capitalizes on user behavior to extend view times.