DMA Alerts Marketers to New Hotmail Authentication Standards

Posted by bink on June 23 2005, 3:17 AM. Posted in MSN.

In recent months, The DMA has emphasized to our members the importance of complying with emerging standards for the authentication of e-mail messages. The DMA has learned that Microsoft will begin next week to notify its Hotmail customers when the Sender ID protocol is unable to verify the authenticity of an e-mail message. Messages that have not been authenticated will most likely be placed into a customer's junk folder or deleted altogether in conjunction with other spam filters."Compliance with authentication programs is a necessary step to protect both corporate brands and consumer confidence," said Jerry Cerasale, senior vice president, government relations, The Direct Marketing Association. "We encourage all of our member companies to adopt an authentication program as quickly as possible." There are several easy-to-adopt, low-cost and interoperable authentication standards that have emerged in recent months. These help legitimate marketers by protecting the unauthorized use of brands online and help consumers by cutting down on spam, phishing and other types of online fraud. For resources on how to authenticate your e-mails visit Information is also available on The DMA Web site at To help spread the word about authentication, The DMA and Microsoft, along with other partners, are sponsoring the upcoming email authentication implementation summit on July 12 in New York, NY. More information is available at<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /?><o:p></o:p>