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IAB issues e-mail guidelines

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New York—The Interactive Advertising Bureau has released e-mail deliverability guidelines for marketers and agencies.

Developed by the IAB’s Email Committee, the guidelines provide definitions for e-mail deliverability, show how the industry is evolving and discuss how deliverability is affecting online marketing.

The report provides detailed information on the different types of filtering systems used by ISPs and corporations, and is designed to help marketers identify common deliverability problems.

It recommends establishing benchmarks, monitoring program performance and registering on feedback sites.

The guidelines also provide recommendations for improving deliverability, controlling filtering and reducing complaints.

The complete guidelines are available at www.iab.net/emaildeliverability.

—Kate Maddox

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