In this DMNews.com article about email authentication, Dave Lewis of StrongMail Systems alerts us to Pew Research findings that “more than 50 percent of consumers trust email less and nearly 25 percent use it less. Email’s reliability has taken a big hit, too, as 20 percent to 30 percent of legitimate, opt-in email gets caught in the filters intended to prevent abuse.”

Takeaway for marketers: If you’re not thinking about authentication yet, it’s time to start.

This entry was posted on Sunday, April 23rd, 2006 at 6:06 am and is filed under Marketing Stuff, Marketing Takeaways.