Updated M3AAWG Best Practices for Senders Urge Opt-In Only Mailings, Address Sender Transparency and Data Security

SAN FRANCISCO, CA--(Marketwired - Mar 10, 2015) -  To improve the effectiveness of their campaigns, marketers should only use opt-in processes in building their lists and obtain recipients' permission before sending messages, according to the updated M³AAWG Senders Best Common Practices, Version 3.0, released today by the Messaging, Malware and Mobile Anti-Abuse Working Group. The revised document also recommends using technologies that provide better transparency into the originating sender to help reduce phishing attacks and addresses data security issues. 

The M3AAWG Senders Best Common Practices, Version 3.0 offers the only industry-wide recommendations based on the experience of both senders of high-volume marketing emails, such as email service providers and brands, and the network operators that deliver those messages to end users, including Internet service providers and mailbox providers. The document reflects currently accepted industry practices to protect the email ecosystem from abuse and help bulk mail senders improve deliverability by developing marketing lists with fewer junk mail rejections, implement safer mailings, and better manage recipients' unsubscribe requests. 

"While the laws on obtaining users' permission to send commercial email vary around the world, these best practices are based on tangible industry experience -- on what works and what is problematic in getting marketing emails delivered to recipients. Laws are necessary to define what high-volume senders can and can't do within a jurisdiction. These best practices outline what they should do operationally to help improve email deliverability and to operate as a good citizen of the global Internet community," said Michael Adkins, M³AAWG Chairman of the Board.

Among the recommended practices outlined in the document:

• In building lists, marketers should never add recipients to an email list without their knowledge and permission.
  
  
• Using a "single opt-in" process that requires recipients to check a box or otherwise proactively request commercial emails from the sender is acceptable. However, the best option is a "double opt-in" process that involves sending recipients a confirmation message with a link or other instructions to verify they want to be added to the list before sending any marketing messages.