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BtoB

E-mail coalition updates e-mail best practices guide

By Published on .

York, Maine—The Email Sender and Provider Coalition this week released "The ESPC Best Practices Guide," a list of industry best practices for commercial e-mail communications. The document is an updated version of "The ESPC Email Marketing Pledge," which the group issued in 2003 to foster trust in e-mail marketing.

Subjects covered in the new version include address collection, content relevancy, disclosure, permission, referrals and unsubscribe practices. It includes new terminology and permission definitions, as well as a definition of spam that is consistent with U.S. and E.U. laws.

"It is important to the e-mail industry as a whole to establish this framework," said Trevor Hughes, executive director of the ESPC, in a statement.

The ESPC Receiver Relations Committee collaborated with StrongMail Systems, CheetahMail (an Experian company) and Topica on the guide. ESPC members also contributed specialized expertise and insight.

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