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News Release
Tuesday 15 May 2007, 9:30 GMT

Tuesday 15 May 2007 Date
Messaging Anti-Abuse Working Group

E-Marketers, Senders, ISPs Fight Spam With New MAAWG Sender Best Practices Endorsed by Industry

SAN FRANCISCO, May 15 /PRNewswire/ --

In a major milestone toward industry agreement on how senders can distinguish their legitimate volume email from unsolicited spam, 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.

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Developed by MAAWG, the best practices involved the industry's largest ISPs, network operators and vendors approving recommendations that were also endorsed by sender firms and other trade associations. Immediate support for the MAAWG Sender BCP has come from CAUCE (Coalition Against Unsolicited Commercial Email) and the Email Sender & Provider Coalition (ESPC), according to Dennis Dayman, MAAWG senders subcommittee co-chair and StrongMail Systems, Inc. director of deliverability.

"Both senders and ISPs are allies fighting the same battle, but in the past there has been a language gap between them," Dayman said. "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."

A Different Technical Approach; Supplemental Information for Marketers

The MAAWG Sender Best Communications Practices also includes a supplemental Executive Summary for marketers who often manage volume email projects, which was edited by Len Shneyder of MAAWG member company Pivotal Veracity. The summary 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 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 recommendations are based on reputation management techniques that help identify the sender as the genuine source of the email. This approach differs from the content filters already used by many ISPs to tag messages containing suspicious words or phrases as spam. For example, the MAAWG Sender BCP recommends that service providers managing email for multiple companies, online marketing agencies and other vendors that send large volumes of emails for multiple clients use a separate IP address for each company so that ISPs can determine that a message has come from a verifiable entity. The best practices also include methods for managing subscriptions and improving consumer relationships.

Collaborative Industry Efforts

The document is gathering momentum. In the United States, CAUCE Chair Scott Hazen Mueller said, "This is a remarkable first step. Coordination between the sending and receiving communities is critical toward mitigating the scourge of spam on the Internet."

The CAUCE Chair in Canada, Neil Schwartzman, recognized the importance of the MAAWG best practices as, "a logical evolution" of the BCP document submitted to the Canadian Minister of Industry by the Federal Task Force on Spam that was developed in part by CAUCE Canada.

The Email Sender & Provider Coalition also provided input into the document and supports the best practices. "Both senders and receivers have a stake in preserving email as a channel for legitimate communication and commerce, and only by working together can any real change take place," said Trevor Hughes, ESPC executive director. "The MAAWG Sender Best Communications Practices reflect this shared commitment. The ESPC is pleased to have participated in its development and we look forward to working with MAAWG and its members to instigate further positive change in the future."

The complete Sender Best Communications Practices document is available at the organization's Web site, www.MAAWG.org.