In email marketing , authentication is becoming an even larger issue than the mountains of spam that make it to the inbox. Because while spam itself is pretty straightforward – a sometimes obviously unwanted message that shows up in the inbox – email spoofing is more nefarious because it lets spammers take over the email identities of perfectly legitimate, rule-abiding email marketers and ruins their reputations. Email authentication is a process that verifies the true identity of each sender and the origin of their emails or newsletters.

You might ask why authentication is even necessary, but remember that email service providers process millions of emails per day. This means that there isn’t time to pore over every single email, check to see if the headers and sent field are accurate, and shuffle it off to the inbox. Hence, authentication is a must for any email marketer serious about preserving their reputation.  When your email gets to the email service provider, the ESP checks your info against the info in the email. This info might include the DNS, what types of fields your emails use when you send, and other data. If this data does not match up and your email is sent from an unknown or different origin that doesn’t match the info you provided, the ESP blocks the email from making it to the inbox, removing the chance of spam complaints. If you want to keep your email marketing reputation pristine in the face of so many growing threats, authentication, simply stated, is a must, especially if you have a medium to large list.

Sending and receiving email is still one of the most important aspects of the Internet. Anyone who has ever worked in first level support knows this. Sending email is not a trivial task anymore, because a lot of Internet service providers fight against unsolicited email known as spam. For end users this means that you have to configure a fixed mail server that accepts email from you and relays it to other servers. This usually works fine as long as you aren’t mobile. Laptop users with ever changing IP addresses sometimes need to change their relay mail server depending on their location. Accepting email from dynamically assigned addresses is best done by SMTP Authentication.