July 26, 2005, 12:00 AM

TRUSTe launches a “We Don’t Spam” seal

TRUSTe today launched an independent certification program that online retailers can use to assure consumers they won’t be subjected to spam when they submit their e-mail addresses online.

TRUSTe today launched an independent certification program that online retailers can use to assure consumers they won’t be subjected to spam when they submit their e-mail addresses online.

Retailers meeting the standards of the program can post on their sites the TRUSTe Email Privacy Seal, which states “We Don’t Spam.” The seal will be placed on the web site in the area where the seal holder collects e-mail addresses and related information.

As part of the certification process, TRUSTe reviews the e-mail reputation and practices of the retailer. It also will monitor e-mail performance using a proprietary list seeding system and a consumer complaint process.

To participate in the program, retailers must obtain prior consent from their customers to send them commercial e-mail, post a clear and conspicuous notice describing use, offer an easy-to-use unsubscribe process, and post a privacy statement fully disclosing e-mail practices. The retailer also must agree to participate in dispute resolution and ongoing monitoring.

The seal is designed to boost e-mail registration rates by easing consumers’ fears about receiving unwanted e-mail, says Fran Maier, TRUSTe executive director and president. She cited a recent survey that found that 67% of Internet users have decided not to register at a web site or shop online because they found the privacy policy too complicated or unclear. “The trust issues of spam are definitely getting in the way of effective e-commerce,” she says.

One site that tested the seal-AskMen.com-increased registration by more than 7% and boosted overall e-mail campaign metrics, she says.

The seal program was created with technical and financial support from DoubleClick and ReturnPath. TRUSTe provides certification, monitoring and oversight for ReturnPath’s Bonded Sender Program.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

Jason Miller / E-Commerce

Six steps to take to make your site ready for the holidays

Images, tags and mobile performance are among the key areas to focus on in the ...

FPO

Anna Buchalova / E-Commerce

Four e-commerce metrics that can help increase ROI

Many e-retailers focus on conversion rate, but here are four less-obvious ways to analyze your ...

Advertisement