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Building Trust 2 October 2017

Email Practices & Reports

Identifying best practices to help bolster the integrity of the email marketing channel is one of OTA’s key initiatives. By all accounts, email marketing is an affordable and effective way to reach customers, maintain loyalty, inspire purchases and establish positive consumer brand perception. Email has the ability to be selective and personalized provides exceptional consumer engagement. This important consumer relationship, however, underscores the need for committment to best practices. From initial invitation to subscription, through cadence and offers, through respect for consumer choice and unsubscribe compliance, companies strengthen their brand and business through trust.


Email Authentication 
Security – unfortunately, the same qualities that build consumer relationships increase email’s attractiveness as a potential threat vector. Email security and protection of brand identity is imperative and OTA recommends the adoption of leading email authentication protocols including SPF (Sender Policy Framework), DKIM (Domain Keys Identified Mail) and DMARC (Domain-based Message Authentication, Reporting & Conformance).

Marketing & Unsubscribe Report 
A deep-dive analysis of email marketing processes – from subscription sign-up through unsubscribe request – among the top 200 online retailers (as reported in the Online Trust Audit). The annual Email analysis explores best practices and compliance over time.

Email Integrity Audit
A companion to the annual Online Trust Audit, the Email Audits delve further into SPF, DKIM and DMARC practices and trends among top 200 online retailers.

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