Email authentication: What is happening?

I found this article on Authentication a little disturbing. Its thesis points out that there are three major options that users (email recipients) engage to manage SPAM or Phishing. However, it does not draw conclusions or suggestions.

It does however, point out that there are some great challenges ahead for email marketing and campaigning. Just today I sent an email to my cousin from Outlook, and he received it as SPAM. Was it my graphic signature file? Was it the fact it was HTML?

My Conclusion:
1. Keep tabs on your bounces and reply email box and respond to the authentication process. (even then you still have no guarantee of delivery or whether a contact will read it;
2. Continue to work the unopened emails;
3. Ask your customers to put you on their "white" list of email domains;
4. Monitor your web marketing open and click rates for negative trends; and
5. Manage a dialogue with your customers by phone, in-person where possible and don't just rely on email communications.

See the article entitled:
Authentication: A Good Start, Not a Final Answer

ClickZ Experts on Email Marketing Strategies

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