The Direct Marketing Association and e-mail marketing company Bigfoot Interactive recently released a white paper that educates marketers about authentication, accreditation and reputation, among other key e-mail marketing topics. Realizing that the standards are always changing and sometimes confusing, the DMA collaborated with Bigfoot Interactive to produce the document.

Legitimate marketers will find that authentication is often complemented by accreditation and reputation solutions, which can improve the reliability and deliverability of their e-mail. Entitled "Authentication, Accreditation & Reputation—For Marketers!" the white paper covers such issues as leading authentication, accreditation and reputation (AAR) solutions; AAR development and implementation; AAR navigation, practical advice for marketers trying to increase revenue by e-mail marketing and the short-term AAR process.

The leading solutions section gives marketers a background on many current solutions, including Sender ID Framework, which according to the white paper is "like a Caller ID for e-mail." Development and implementation discusses the reasons behind AAR solutions. Practical advice and navigation techniques include a list of "keys to success" and a checklist for success in deliverability.

The white paper is available online at www.the-dma.org/whitepapers/.