Page 11 - index
P. 11
BEST PRACTICES & STRATEGIES
email, if the email is deleted un- years now, but many mailbox pro- For example, the Canadian Anti-
read, or the loading of images. The viders actively use the authentica- Spam Law (CASL) went into effect
filtering now went beyond simply tion checks only now within their on July 1, 2014 and the legal con-
detecting problems and TINS deci- email filtering decisions. sequences of non-compliance with
sions, even if they are still relevant best practices - as opt-in mailing as
to the filter criteria. In this context, With the proper authentication of a prerequisite – therefore have ma-
the dispatch frequency gained in their own emails, e-marketers can jor implications. The CASL makes
importance and e-marketers could protect their brand from spoofing consignors more liable, reflected in
not shower their subscribers with and phishing. Although authentica- hefty penalties that could be up to
emails anymore, without compro- tion is not in itself a reputation pa- 10 million dollars, and makes ob-
mising the delivery to the inboxes, rameter, mailbox providers are taining consent to receive market-
even when no complaints were starting to involve the authentica- ing emails obligatory.
made. tion data in their evaluation of the
domain reputation. The assignment The conclusion is that best practic-
Authentication and domain repu- of the reputation of a domain allows es are increasingly becoming a pre-
tation become more and more mailbox providers to adapt the fil- requisite for success in email mar-
relevant tering to a sender - and thus a keting, starting with best delivery
brand or company - regardless of rates. Best practices have always
Recently, the examination of the been important, but their influence
proper authentication of emails as a the used IP address(es). The con- increased in the past few years.
sequence is, that the strategy of
filter criterion has become a broad- The methods of e-marketers to
front trend for mailbox providers – segmentation of different IP ad- build and maintain their email distri-
dresses in emails of high or low
being supported by the Domain- bution lists have not changed
based Message Authentication and quality is getting obsolete. Hence, it much, rather the possibilities of the
is becoming increasingly important
Reporting and Conformance mailbox provider to recognize ac-
(DMARC) standard procedures. to keep an eye on the reputation of ceptable or illegitimate practices
the entire domain.
The same applies to the concept of and filtering respectively. There-
domain reputation. Anti-spam laws: Best practices fore, it can’t be helped that the
gain effect
Already in November 2008, AOL quality and the segmentation of the
began to check emails on Domain- Rules for commercial email deliv- address database for the email pro-
Keys Identified Messages (DKIM) ery, such as for instance the e- gram are more important than ever.
after the ISP included this authenti- privacy directive of the European ◊
cation method in its ‘Best Practice Union, have always been among By Daniela La Marca
Guidelines’ for senders earlier in the most stringent international
April 2008. Then in 2009, Yahoo! standards. It will be interesting to
implemented DomainKeys in its observe how many other states will
feedback loop, too. Hence, the au- follow to set up such similar com-
thentication as email filter criterion prehensive rules.
has been around for almost five
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
email, if the email is deleted un- years now, but many mailbox pro- For example, the Canadian Anti-
read, or the loading of images. The viders actively use the authentica- Spam Law (CASL) went into effect
filtering now went beyond simply tion checks only now within their on July 1, 2014 and the legal con-
detecting problems and TINS deci- email filtering decisions. sequences of non-compliance with
sions, even if they are still relevant best practices - as opt-in mailing as
to the filter criteria. In this context, With the proper authentication of a prerequisite – therefore have ma-
the dispatch frequency gained in their own emails, e-marketers can jor implications. The CASL makes
importance and e-marketers could protect their brand from spoofing consignors more liable, reflected in
not shower their subscribers with and phishing. Although authentica- hefty penalties that could be up to
emails anymore, without compro- tion is not in itself a reputation pa- 10 million dollars, and makes ob-
mising the delivery to the inboxes, rameter, mailbox providers are taining consent to receive market-
even when no complaints were starting to involve the authentica- ing emails obligatory.
made. tion data in their evaluation of the
domain reputation. The assignment The conclusion is that best practic-
Authentication and domain repu- of the reputation of a domain allows es are increasingly becoming a pre-
tation become more and more mailbox providers to adapt the fil- requisite for success in email mar-
relevant tering to a sender - and thus a keting, starting with best delivery
brand or company - regardless of rates. Best practices have always
Recently, the examination of the been important, but their influence
proper authentication of emails as a the used IP address(es). The con- increased in the past few years.
sequence is, that the strategy of
filter criterion has become a broad- The methods of e-marketers to
front trend for mailbox providers – segmentation of different IP ad- build and maintain their email distri-
dresses in emails of high or low
being supported by the Domain- bution lists have not changed
based Message Authentication and quality is getting obsolete. Hence, it much, rather the possibilities of the
is becoming increasingly important
Reporting and Conformance mailbox provider to recognize ac-
(DMARC) standard procedures. to keep an eye on the reputation of ceptable or illegitimate practices
the entire domain.
The same applies to the concept of and filtering respectively. There-
domain reputation. Anti-spam laws: Best practices fore, it can’t be helped that the
gain effect
Already in November 2008, AOL quality and the segmentation of the
began to check emails on Domain- Rules for commercial email deliv- address database for the email pro-
Keys Identified Messages (DKIM) ery, such as for instance the e- gram are more important than ever.
after the ISP included this authenti- privacy directive of the European ◊
cation method in its ‘Best Practice Union, have always been among By Daniela La Marca
Guidelines’ for senders earlier in the most stringent international
April 2008. Then in 2009, Yahoo! standards. It will be interesting to
implemented DomainKeys in its observe how many other states will
feedback loop, too. Hence, the au- follow to set up such similar com-
thentication as email filter criterion prehensive rules.
has been around for almost five
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
