Sep 25

Email Data Management Best Practices

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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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