The Interactive Advertising Bureau announced the release of "Email Data
Management Best Practices" to provide publishers, marketers and service
providers with a set of privacy and security recommendations.
“If our industry adheres to these vital recommendations, we will have
succeeded in removing some of the major friction points of email marketing,
which in turn will greatly contribute to the medium’s continued growth as an
effective means of one-on-one engagement with consumers,” said Arend Henderson,
Chief Analytics Officer of Q Interactive and a member of the IAB’s Email
The four key recommendations from the IAB on email data management
- Senders should send commercial email only to individuals who have
provided informed consent.
- A global unsubscribe mechanism should be implemented for all companies
- Advertisers and marketers should authenticate their emails by publicly
registering the domains from which they send the email.
- A company cannot transfer a consumer’s permission to receive commercial
email to another company without the transfer being referenced in the new
“We are confident that, if adopted, these best practices will protect
consumers by ensuring that consent is informed and retractable, and will help
responsible email marketers and their service providers improve the overall
quality and performance of email marketing campaigns,” said Randall Rothenberg,
president and CEO of the IAB. “We created this document with a very important
goal in mind—to codify the elements of security, deliverability, permission and
privacy for all companies involved in email marketing,” said Jeremy Fain, Vice
President of Industry Services for the IAB and the lead of the IAB’s Email