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BizReport : Email Marketing : January 17, 2008

Acxiom offers authentication for email

New trends in email marketing will likely help legitimate marketers increase the ROI of email campaigns while at the same time helping consumers identify legitimate emails and weed out SPAM messages. Authentication tools are the best options and a new tool from Acxiom offers authentication to decrease email fraud.

by Kristina Knight

The tool, called DKIM, is open-source and gives each email cryptographic signature when ensures that emails have been authenticated and are "real" emails. ISPs can then identify the email sender to determine if they are a trustworthy emailer.

“Phishing and other email scams attack companies’ reputations and undermine customer confidence when receiving digital communications from those brands. Implementing the DKIM authentication standard allows Acxiom Digital to better serve our clients by ensuring the legitimacy of their email messages and in turn enabling them to protect their brands and valuable customer relationships,” said Kevin Johnson, leader of Acxiom Digital.

The authentication tool fingerprints emails; once the email sender is authenticated users can be certain that the information contained within hasn't been tampered with and doesn't include phishing or SPAM risks.

According to a recent report from Jupiter Research email marketing will see a significant spike in 2008. By the year 2012 email marketing is expected to show a 75% growth rate to reach more than $2 billion per year.

Tags: email authentication, email marketing

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