ATLANTA, April 8, 2004 -- Silverpop, a fast-growing provider of comprehensive permission-based e-mail marketing solutions, announced today it has implemented the first of the new breed of e-mail authentication schemes, Sender Policy Framework (SPF), for its customers.

Authentication schemes are among the most promising new tools in the war against spam. Spam is often difficult to identify and filter because spammers can easily falsify their identities. Authentication schemes, which prevent spammers from falsifying their identity, seek to close this "identification loophole," thus increasing the chance of successfully identifying and filtering spam before it gets to the inbox.

SPF is the first authentication technique to be ready for implementation. This identity technology, which is supported by AOL and is rapidly gaining in popularity, works by checking a worldwide database of servers known as Domain Name System (DNS) against the IP address of an incoming message. If the IP address does not match its DNS record, the message is subject to scrutiny and could potentially be flagged as spam.

There are several other proposals in the works for authenticating e-mail, including "Caller ID" proposed by Microsoft and "DomainKeys" proposed by Yahoo. Both of these are still under development and Silverpop is heavily involved in the early stages of the beta program for CallerID, with functionality testing to begin soon.

"Silverpop is excited about this new approach to battling spam and improving deliverability. Schemes like SPF make it easier for ISPs to differentiate legitimate senders from spammers who would typically hide in the shadows of the Internet,? said Bill Nussey, CEO of Silverpop. ?Our early rollout of SPF is part of our overall commitment to constantly apply technology that will improve the deliverability and response rates of our clients? e-mail communications."

About Silverpop
Silverpop is a permission-based e-mail marketing solutions provider offering a full range of services that include e-mail marketing strategy, campaign management and execution and highly tailored analytics of campaign results. Our client solutions team has the expertise in best practices and e-mail campaign fulfillment to get the job done right, every time. Our solutions are available in either full or self-service, depending on client preferences. Silverpop's customer base includes Apple, The Bombay Company, Weather.com and AutoNation. For more information visit www.silverpop.com.