AOTS Day One

Day One of the Authentication and Online Trust Summit

The Big News is the coming launch of the unsubscribe button in the new Windows Live Hotmail User Interface (UI). For Microsoft to recognize unsubscribe as a powerful way to give consumers more control over their inbox is a giant step forward for the industry. The button will appear if a user has flagged an email sender as “known”. There are three classifications in the new UI topped by a color-coded bar.

Known Sender- white bar

  -User added sender to personal “safelist” or “contacts:

  -Images & links enabled

  -Allows unsubscribe option

Another way to be a "known sender" is if you are SenderScore Certified through ReturnPath. The criteria of which is to have an excellent LashBack UnsubScore of 90 or better. LashBack plays a critical role in the authentication and certification processes which impact deliverability at the inbox.

Unknown Sender - yellow bar

  -Sender not in user safelist or contacts

  -User can choose: “junk”, “delete” or “mark as safe” or “unsafe”

Potentially Dangerous- red bar

  -Could be phishing or sender ID failure (spoofed)

  -User options same as unknown sender

There are some great benefits for marketers that go out of their way to achieve “known sender” status. It’s a great example of how following best practices can reward marketers. And how important it is to understand the sometimes nuanced requirements of compliance needed for greater deliverability.

Comments

[Abused]

Honestly, can you be more naïve?

Putting the delete and junk buttons right next to each other is a recipe for disaster. Soon perfectly legitimate mailing lists will be marked as spam, and it will be totally random who get's de facto blacklisted by M$