Email Marketing: Use SPF Records to Increase Deliverability

[mandy]

E-mail marketers should make sure their Sender Policy Framework records are current if they want to maintain their inbox delivery rates for permission-based messages. A new study shows increasing reliance on the SPF authentication method to determine whether the e-mail is legitimate and should be delivered to the inbox...

“This is the first time we’ve seen SPF checks start to creep into content filter tests, which means that receivers are starting to verify that a sender’s SPF authentication record is accurate,” Pollard says. “This is new. And the good news is that it’s an easy fix for marketers – in fact, it’s completely in the sender’s power to make sure the records are accurate at all times...

full article: http://www.internetretailer.com/dailyNews.asp?id=23632