Deceptive and fraudulent email caused by spoofing and phishing have become the top factors affecting online trust. Fortunately, there are a few steps that you can take today to protect your brand so ISPs can welcome you into the inbox and so your customers can feel safe responding to your offers.
The first of these – and perhaps the most straightforward for marketers – is authentication. All that means is that you validate that email you send is actually coming from you. Authentication alone will not stop spam. Spammers can authenticate email, too. But it is integral to preventing phishing and other fraud. Its wide acceptance among ISPs has contributed to the acceptance of reputation and usage of third party whitelist programs as standards that drive the future of email. As a legitimate business, authentication should be seen as essential to securing your brand and online reputation.