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IAB Issues Email Data Management Best Practices

Ongoing Initiative to Protect Consumer Privacy and Enhance Email Marketing Beyond Current Government Regulations

Las Vegas, NV – September 18, 2008 – The Interactive Advertising Bureau (IAB) today announced the release of “Email Data Management Best Practices,” a document with a series of far-reaching privacy and data security recommendations intended for publishers, marketers and service providers. Focusing on protecting consumer privacy while improving effectiveness in email marketing executions, the document was released today at TARGUSinfo’s Online Lead Quality Summit.

Some of the document’s key recommendations are:

  • Senders should send commercial email only to individuals who have provided informed consent.
  • A global unsubscribe mechanism should be implemented for all companies sending emails.
  • Advertisers and marketers should authenticate their emails by publicly registering the domains from which they send the email.
  • A company cannot transfer a consumer’s permission to receive commercial email to another company without the transfer being referenced in the new company’s emails.

“We are confident that, if adopted, these best practices will protect consumers by ensuring that consent is informed and retractable, and will help responsible email marketers and their service providers improve the overall quality and performance of email marketing campaigns,” said Randall Rothenberg, president and CEO of the IAB. “We created this document with a very important goal in mind—to codify the elements of security, deliverability, permission and privacy for all companies involved in email marketing,” said Jeremy Fain, Vice President of Industry Services for the IAB and the lead of the IAB’s Email Committee.

“This is an important document that is illustrative of the lengths we go to as an industry to self-regulate even beyond what federal regulations like the CAN-SPAM Act* can provide,” said Arend Henderson, Chief Analytics Officer of Q Interactive and a member of the IAB’s Email Committee. “If our industry adheres to these vital recommendations, we will have succeeded in removing some of the major friction points of email marketing, which in turn will greatly contribute to the medium’s continued growth as an effective means of one-on-one engagement with consumers.”

To view the complete “Email Data Management Best Practices” Document, please go to: www.iab.net/emaildata

About the IAB Email Committee:
The Email Committee is dedicated to removing friction from the email marketing channel, increasing its use by marketers and publishers, and solidifying its place in the marketing mix. The committee works to recommend solutions, standards, best practices and educational tools to the industry as needed.

A full list of committee member companies can be found at: http://www.iab.net/member_center/35088?iabid=a0330000000rZ45AAE

*NOTE: The CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act) establishes requirements for those who send commercial email, spells out penalties for spammers and companies whose products are advertised in spam if they violate the law, and gives consumers the right to ask emailers to stop spamming them.

About the IAB:
The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

IAB Media Contact:
Marla Aaron
Director, Marketing Communications

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