socialmedian: Future of deliverability: 3. The role of domain reputation

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Future of deliverability: 3. The role of domain reputation

Source: No man is an iland

Oct 28, 2009

Summary

[Part 1: User interaction | Part 2: Authentication]

When organizations look at incoming email, they use a set of criteria to decide what to do with it.

For many such organizations, particularly the big webmail services, the reputation of the sender is a very important criterion determining whether that email should go to the inbox.

This sender reputation is itself built out of various factors, such as how many spam complaints the sender gets or how many defunct addresses they are trying to email.

It's a pretty good way of regulating email, but problems arise through the definition of the "sender" part of sender reputation.

To date, this reputation has largely been tied not to the sender in the traditional sense of the word, but to the sending IP address: the original "connection" to the net that initiated the email transfer.

This gives rise to various difficulties.

For example, if different organizations send email through the same "connection" (sharing an IP address at an email marketing service, for example) then they also share a common sender reputation.

So a "go ...Read the full article

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