SPF checks are changing email marketing

For the first time Sender Policy Framework (SPF) email authentication checks are on the top ten list of content triggers for different ISPs. Still, an alarming rate of permission-based emails are being sent to junk bins. That according to Lyris' Q2 Email Advisory Report Card.

by Kristina Knight

The report also showed that permission-based emails are reaching consumer inboxes about 75% of the time. About 16% of permission-based emails are still being directed straight to a junk or bulk folder according to the report. XO Concentric directed more than 50% of permission-based emails to junk folders while SBC Global and Bell South sent about 30% of permission-based emails to junk folders and Yahoo sent about 26% of permission-based emails to the junk bin.

What this means for email marketers is that delivery rates are still not as high as they could. It could also be an indication that more marketers need to invest in or become a part of an authentication service for emails. It also shows that the reputation of an email marketer is very important.

If an emailer has a reputation for sending junk messages, ISPs are more likely to automatically reject a mailing, even if it is legitimate. Which means email marketers need to be very diligent about cleaning up their email lists, bumping non-responsive recipients and making it simple for users to unsubscribe to their offerings.