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The board of directors of the Direct Marketing Association voted on Monday to require that all DMA members begin using e-mail authentication protocols.
The DMA has created best practices information to help marketers understand the authentication process, which validates the source of e-mail. The intent is to curtail spam, phishing and other forms of fraudulent e-mail.
"E-mail authentication protects the integrity of responsible marketers' brands and improves the likelihood that legitimate e-mail--whether it's a marketing offer, airline ticket confirmation or financial statement--gets through," said DMA president and CEO John Greco, in a statement.
