The Messaging Anti-Abuse Working Group (MAAWG) has issued the MAAWG Sender
Best Communications Practices (BCP) with collaborative input from both volume
senders and Internet Service Providers. The new best practices recommend sender
email technologies and subscription methods to improve deliverability rates for
newsletters and permission-based email marketing. The BCP development could move
the industry towards a possible agreement on how senders can distinguish their
legitimate volume email from unsolicited spam.
"Both senders and ISPs are allies fighting the same battle, but in the past
there has been a language gap between them," said Dennis Dayman, MAAWG senders
subcommittee co-chair and StrongMail Systems, Inc. director of deliverability.
"The senders were asking, 'what should we do to work more closely with the
network operators?' so MAAWG tackled the issue on a global basis. In these best
practices, we have outlined very specific steps that senders can take to reduce
the accidental tagging of legitimate email as spam while still protecting
consumers from the eighty percent of email traffic that is abusive."
The complete BCP addresses five topics of concern to both marketers and
operations professionals: Obtaining email consent, Recommended unsubscribe
options, Sender accountability and reputation, List maintenance, Resolving
messaging disruption issues. The MAAWG Sender Best Communications Practices also
includes a supplemental Executive Summary for marketers who often manage volume
email projects which explains some of the technical recommendations to improve
email deliverability and provides a questionnaire marketers can use to determine
if their Email Sender Providers are operating within industry best practices.
The complete Sender Best Communications Practices document is available
at the organization's Web site, www.MAAWG.org.