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Email authentication help centre launched
Apr 23 2007, 17:31 PM
The US Direct Marketing Association (DMA) has launched an email authentication help centre.
The aim of the centre is to help email marketers to meet with the DMA standard for all DMA members to authenticate all outbound email so they can clear ISP gatekeepers.
ISPs aim to filter out spam and fraudulent messages, but the DMA claims that the email authentication will allow them to ensure delivery and help organisation protect their brands.
Pat Kachura, DMA senior vice president, ethics and consumer affairs, said: "The help centre simplifies the email authentication process, which many organisations find daunting or complex.
"In addition, the centre raises awareness about why DMA's email authentication requirement makes good business sense, and how authentication builds consumer trust."
Lynn Wunderman, chair of DMA's e-commerce integrity subcommittee, added: "The centre clearly communicates that we're not just talking about promotional email.
"All categories of email require authentication, including customer service emails and emails sent in transit from mobile devices like BlackBerries. DMA research has revealed that many firms think they are in compliance once they've authenticated their marketing messages and don't realise they are still vulnerable for rejection."
She added that email has become one of the most effective media vehicles for customer retention and increasing customer value - and the entire industry is now worth almost $1 billion.
© Adfero Ltd
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