The Direct Marketing Association plans to introduce an online E-mail Reputation Registry this summer for monitoring Can Spam e-mail list regulatory compliance. It’s intended to curb spam and phishing scams and promote higher quality e-mail marketing.
This registry being developed in partnership with Return Path Inc. is one of several new DMA initiatives for e-mail marketing. The registry will allow companies to monitor e-mail list data and is expected to accelerate the adoption of e-mail authentication technologies, which are used for validating senders of outbound e-mail.
The DMA plans to merge its E-mail Marketing Council with the E-mail Experience (EEC) Council LLC, which it recently acquired. The combined entity will go by the EEC name. The DMA also plans to expand e-mail marketing research and publish data in white papers.
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