DMA, Return Path Launch Email Reputation Registry

Chandra Johnson-Greene – AudienceDevelopment.com

12/18/2008

 

The Direct Marketing Association (DMA) announced this week that it has partnered with email services provider Return Path to launch a Web-based Email Reputation Registry that will give member companies access to third-party data, reports and alerts about their email programs. The registry is designed to help marketers comply with the authentication requirements the DMA implemented in 2006.

“Millions of marketers around the world depend on email to communicate with their current customers and to reach new ones, and that is why it is essential that email is viable and trusted,” Senny Boone, DMA’s SVP, Corporate & Social Responsibility, said in a statement. “Authentication plays a major role in ensuring trust in the electronic marketplace because it lays a framework for legitimate email marketers to be identified.”

By authenticating its outbound email, a company enables ISPs and corporate networks to validate the identity of the actual sender of the email. This validation protects the company’s domain from spoofing and forgery, enhancing the deliverability of legitimate email while increasing the ability to detect deceptive and malicious email.

The registry also includes an FAQ section with information on authentication, infrastructure and reputation.

B-to-B Lead Gen Conference Cancelled

In other DMA-related news, the association has decided to cancel its 2009 B-to-B Lead Generation Conference, which had been scheduled for April 6-8 in New Orleans, due to the current economic climate.

In its place, “DMA will be enhancing our B2B offerings at our tier one events,” according to Sue R.E. Geramian, the DMA’s senior VP of communications and public and media relations.

The conference will be postponed until 2010.