Authentication Done Right
• Collaborate with your IT department on an ongoing basis. “Authentication has to be done with a marketer’s perspective, and what they are trying to achieve in the marketplace in mind,” says Lewis. For that reason, it’s inadvisable to simply hand off the authentication process to IT and walk away. “Companies are continually changing their subdomains, adding IP addresses—it’s a very volatile, fluid type of environment,” he points out. “This is something you need to be auditing and looking at on an ongoing basis.” The success or failure of your e-mail marketing program is going to depend on how well you’ve executed your authentication process. “This is not an issue that the marketer can opt out of,” Lewis concludes.