Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


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.

Most Popular
In this article: