Download the Email Data Management Best Practices
THE INTERACTIVE ADVERTISING BUREAU
(IAB) announced the release of “Email Data Management Best Practices” on Thursday. It’s a document designed to improve the effectiveness of email marketing by providing standards and guidelines in privacy, data security, permission and deliverability.
Some of the key recommendations are:
·   Senders should only send commercial email to individuals who have provided informed consent.
·   For all third-party licensed data, a global unsubscribe mechanism should be implemented.
·   Consumer permission to receive commercial email from a List Owner cannot be replicated or transferred without reference to the original point of collection.
·   Clear, conspicuous and repeated notice of data collection and use are required.
·   Advertisers and marketers should authenticate their email by publicly registering the domains from which they send email.
·   Anyone using email for marketing purposes should adopt and use authentication protocols for both their email and corporate domains.
·   All parties should use a one-way encrypted hash to encrypt suppression files.
IAB Issues Email Data Management Best Practices
by David Baker , Monday, September 22, 2008
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