Increasing Email Delivery Rates: Two New Requirements

ARTICLE SNIPPET - In an attempt to stop spoofing, Yahoo! announced that it will start checking incoming email using DomainKeys, its content-signing email authentication technology. The challenge behind this is that everyone must participate for it to work, which would involve updating millions of email servers.

In the past six months, two large consumer email providers have implemented new technologies that stop email spoofing. If your email does not support these new tests, your e-newsletters and paid issues might not be getting delivered. Last week, Yahoo! announced that it's using a technology called DomainKeys in all of its outgoing mail. This is to stop spammers from forging with "yahoo.com" in email sender addresses. Hotmail has begun using SPF and AOL will replace their whitelisting service with SPF early next year.

There is more to come. Microsoft is weighing in with their standard Sender ID, which will soon be available. You can bet that email from MSN will be one of the first, and we will be strongly encouraged to adopt Sender ID. Eventually one or more standards will be set, but it will be some years before a large percentage of the market will adopt new standards. For publishers, it means more work to keep the email delivering until things shake out.

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