DMA requires members to adopt e-mail authentication
Members of the Direct Marketing Association are required to adopt e-mail authentication systems under a new measure passed by the DMA board. The DMA did not mandate any specific authentication technology.
E-mail authentication creates a master source that verifies that a computer server, IP address, or a specified sender is authorized to send e-mail that purports to be from that sender or domain name. Authentication can be IP-based or cryptographic.
By adopting e-mail identification and authentication protocols, marketers can protect the integrity of responsible marketers’ brands and improve the likelihood that legitimate e-mail will get through to the intended recipient, said John A. Greco Jr., DMA president and CEO.
“Consumers can have more confidence they are getting a legitimate, valid offer from a trusted source,” he said. “Marketers can get fewer false positives, increased deliverability and better protection for their brands against illegal use.”
The DMA earlier month issued a revised set of e-mail delivery best practices.
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