Now this is interesting development that will effect even us small business online marketers. Yes there’s a lot of technicalities in there BUT the key thing to take away is, email authentication will happen.

According to Michael Della Penna, chief marketing officer of New York-based e-mail service provider Bigfoot Interactive. In six to nine months, he added, major mailbox providers will be making decisions about e-mail processing that will affect marketers’ ROI.

That really isn’t a very long time. So, what does this all mean? As an list admin, it’s getting harder and harder to maintain your own mailing script. It’s making more sense by the day not to host your email list yourself unless you have a lot of time to spend figuring this thing out AND/OR you have a good programmer to help you through this. How yucky, makes me want to wash my hands right now.

Of course my views may change slightly as it becomes clearer how to get authenticated ans stuff like that but I doubt it will change that much.

If you use a service, make sure they are reputable email service provider who will work quickly on issues like this so the only thing you have to do is – almost nothing or simply follow some instructions.

Get the original scoop from ClickZ >> Marketers Take Their Tech Medicine at Authentication Summit

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