Amongst email marketers and email service providers, the hot topic of the moment is email authentication.

Email authentication as defined by Wikipedia

Ensuring a valid identity on an e-mail has become a vital first step in stopping spam, forgery, fraud, and even more serious crimes. An essential second step will be Ensuring the entity has a good reputation. Unfortunately, the Simple Mail Transfer Protocol (SMTP) that handles most e-mail today was designed in an era when users of the Internet were mostly honest techies who expected others to be equally honest.

A recent article by ClickZ author Kevin Newcomb, gives an overview of some of the options being adopted.

This is a useful article either for serious email marketers, or those wanting to understand direct email marketing and how TH UK have to follow to provide excellent email marketing services.