A recent story by a major research firm shows that SPF records are changing the way email marketers do business. At the moment, only 75% of emails are making it into the inbox, while the rest are either making it to the spam/bulk mail file or disappearing altogether. This is why ISPs are turning more and more to authentication – specifically sender policy framework (SPF) – because it gives an extra layer of reassurance.
But the real problem that even SPF records can’t solve is that if your reputation as an email marketer is bad, you’ll still end up in the sand box. Even an SPF record can’t save you from that. That’s why it’s so important to use double opt-in and good email marketing practices. Practicing good, permission-based habits is a lifetime commitment, not something that changes by whim or marketing need.
The ultimate goal of this ongoing project is the development – and protection – of your sender reputation. Think of your reputation as an email marketer in the same way you think of your reputation as a business. If you shortchange even a dozen customers per year, word travels fast. If you cut corners, sending to customers who haven’t given you specific permission, you’ll never be able to re-establish your reputation.
more info : email marketing , video email , link building , and online press releases
WHAT TO DO NOW?