news + articles

Microsoft and others are promoting Sender ID (SID) technology as a significant boost in the fight to reduce spam.

Research has shown that nearly a quarter of all emails have 'spoof' return addresses and that this is a are very good indication that the email can be considered spam.

Every email contains information about where it comes from and where it's going. SID software looks at each email and checks that it came from the server that it claims sent it. In theory therefore, SID will cut spam by checking that an email's return address is genuine.

If the email has the correct return address then SID will let it through but if an email is delivered from one server and is trying to look like it came from another and the second server does not validate it, then it will fail the SID test and be 'bounced'.

Anything that cuts spam and reduces the annoyance of people receiving so many emails they don’t want can only be a boost for those sending genuine marketing emails.

But what if your marketing emails are sent by an email delivery company? Does that mean SID software will bounce more of my emails?

Pure provides a comprehensive service that allows for all SID eventualities and will enhance the reputation of companies sending genuine and open marketing emails.

SID is not an issue for customers who don't mind revealing that we send emails on their behalf but many businesses prefer their marketing emails to look as if they have come directly from their own server.

We will work with a customer's IT team and configure our servers and software so that when a SID request is sent by a receiving server, it gets the validating responses it is looking for and allows the email to pass the SID test.