What is Aggregate Performance Reporting Format (APRF)?

Aggregate Performance Reporting Format (APRF) is a proposed feedback mechanism that aims to enhance transparency between email senders and mailbox providers by providing high-level reports on email performance, including whether emails reach the inbox or spam folder and user engagement actions. Developed by industry veterans, APRF seeks to clarify the impact of sending behaviors on email reputation systems, thereby allowing senders to make informed adjustments to improve email deliverability and user experience. It functions similarly to DMARC reporting, using a DNS TXT record to specify where reports should be sent, and introduces the optional Signer-Defined Identifiers (SDI) attribute to allow for more detailed segmentation of performance data. Although still in draft form and pending endorsement by the Internet Engineering Task Force (IETF), APRF is undergoing beta testing by Comcast, with the potential to significantly improve email ecosystem health by enabling senders to refine their practices and reduce spam.

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