E-Mail Leaders Discuss Authentication at Next Week's Chicago Summit
AOL's implementation of Goodmail CertifiedEmail, along with the increasing use of Sender ID and other e-mail authentication techniques promise to be some of the hot-button issues discussed at the April 19 meeting at the Chicago Hilton.
Expect major announcements on e-mail delivery and authentication from the leading ISPs, e-mail service providers and organizations like AOL, Microsoft, Return Path, Sendmail, the Direct Marketing Association, the Email Sender & Provider Coalition.
Over the past year, adoption of e-mail authentication has increased more than 60 percent, according to an estimate from various ISPs, and between 35 and 40 percent of all e-mail sent is authenticated.
"Last year, it was all about what we were going to do. This year, it is more about the progress that has been made," said Dave Lewis, vice president of alliances and market development for StrongMail Systems, Redwood Shores, CA.
While more brand marketers have implemented e-mail authentication techniques, they need to start thinking more about e-mail reputation, according to Mr. Lewis and Craig Spiezle, director of the Technology Care and Safety Group at Microsoft, who is speaking at the Summit.
Mr. Spiezle said he plans to focus on the "business protection aspect of e-mail authentication" at the summit, explaining how marketers can prevent brand spoofing in e-mails.
Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters