A Sender ID Primer, for Senders

7/1/2005

Last week, Microsoft announced that inbound email messages to MSN Hotmail will be processed with increased scrutiny using their patented Sender ID protocol. Messages that fail to pass the Sender ID standard are now subject to new, stricter rules – including a possible warning label attached to such messages and/or filtering to a bulk email folder. Note: Microsoft is still working on implementation of Sender ID, and may be making changes to their processing practices in the short-term and beyond.

What is Sender ID?

Sender ID is Microsoft’s proprietary email authentication protocol. Like the SPF or “Sender Policy Framework” protocol, it was designed to combat the problem of email spoofing and phishing by validating the identity of the sender. While each protocol works in slightly different ways, both are meant to help ISPs and recipients alike to protect themselves from scams, as well as for publishers to protect their reputations and brands.

What changes do I need to make to ensure my mailings go through?

If you're a Lyris customer, you don't need to make any changes at all to your ListManager settings. However, whether you're a Lyris customer or not, you may need to create or make changes to your organization's public SPF record to ensure that your permission-based marketing messages are reaching Hotmail users without being flagged or filtered.

Note: Microsoft's Sender ID Framework does support SPF. Lyris tests indicate that organizations with a valid SPF record are currently able to get mail through to Hotmail users without any flagging or filtering.

Recommended Steps for Senders:

1. Determine the IP address(es) of your email marketing server(s) by contacting the responsible IT representative within your organization. Lyris ListManager customers with administrative access can go to the following area of the product to determine IP settings: Utilities: Administration: Server: Server Settings: Machine/Node Settings: IP Addresses. For older versions of the product, go here to find out how to determine your IP settings.

2. Make sure that the IP address(es) of your email marketing server is a published part of your public SPF record. Many senders publish the IP addresses of their own company’s internal email server in their SPF record, but neglect to list the IP addresses of their email marketing server in that record. For maximum deliverability, your organization’s SPF record should contain both sets of IP addresses.

3. If you haven’t already published a full SPF record for your organization, it’s recommended that you publish one as soon as possible. The process of publishing an SPF record is relatively easy, and there are several free tools available to help you do so, like this one provided by PO Box, or this one provided by Microsoft. Again, in addition to your organization’s own internal email server, make sure that the IP address(es) of your email marketing server is also a published part of this record.

Contact us at editor@lyris.com to share your ideas. We may include it in the next issue of Making Mail Work!