IAB Issues Best Practices for E-mail Data Management

The Interactive Advertising Bureau has issued Email Data Management Best Practices, a position statement recommending privacy and data security guidelines for publishers, marketers and service providers.

Key best practices include:

• 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

The complete document is available at www.iab.net/emaildata.

Source: btobonline