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BizReport : Email Marketing : December 18, 2008

DMA launches email Reputation Registry

The Direct Marketing Association and Return Path have partnered to launch the DMA Reputation Registry which will enable members to find out if their mailing IPs are authenticated.

by Helen Leggatt

DMA_logo.jpgAccording to Matt Blumberg, Return Path's CEO, the reason why many companies aren't authenticating their email is not due to its lack of importance, but because many need help with the process.

"Authentication is an important component in creating a better and more secure email universe. Unfortunately, just say the word "authentication" and most email marketers' eyes glaze over. It sounds technical. It sounds boring. It sounds hard," said Blumberg.

Authentication technology enables ISPs to verify the source of an email to establish, for instance, if that source is authorized to despatch the emails it's sending.

However it's not difficult and the DMA, along with encouraging members to check their email to see if it's authenticated, are providing registrants with free reputation information that will help improve email deliverability.

The Reputation Registry will provide DMA members with access to monitoring data, reports and alerts for their IP addresses and domains and provide critical reputation information. All the data will help marketers to comply with the DMA authentication requirements bought in a few years ago.

"It's not a silver bullet because it doesn't speak to the quality coming off that server and there are plenty of spammers smart enough to authenticate their e-mail," said Director-Corporate Communications Tami Forman of Return Path. "But it does prevent phishing. It knows that this server is not authorized to send, say, e-mail from"

The DMA recommends that certain categories of email sent by a company should be authenticated including:

List Rental
Customer Service
Non-Bulk Corporate Communications
Email From Mobile Devices
Sales Email
Receipts or Shipping Confirmation
Monthly Statements

Tags: authentication, deliverability, DMA, email, ISP, phishing, Reputation Registry, server

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