December 16, 2008 — The Direct Marketing Association (DMA), in partnership with Return Path, a leading deliverability and email reputation services provider, has launched a Web-based Email Reputation Registry giving member companies unprecedented access to third-party data about their email programs. The registry makes it easier for DMA’s 3,400 member companies to increase the integrity and value of email marketing and in doing so, reinforces the Association’s efforts around self-regulation in the digital marketing arena.

“Millions of marketers around the world depend on email to communicate with their current customers and to reach new ones, and that is why it is essential that email is viable and trusted,” said Senny Boone, DMA’s Senior Vice President, Corporate & Social Responsibility. “Authentication plays a major role in ensuring trust in the electronic marketplace because it lays a framework for legitimate email marketers to be identified. DMA’s Email Reputation Registry, which will provide authentication verification, is a major step towards preserving email as both an important tool for marketers and a vital communications and commerce channel.”

Email authentication is an easy-to-implement and critical defense against spam and phishing. By authenticating its outbound email, a company enables ISPs and corporate networks to validate the identity of the actual sender of the email. This validation protects the company’s domain from spoofing and forgery, enhancing the deliverability of legitimate email while increasing the ability to detect deceptive and malicious email.

DMA began requiring its member companies to authenticate their outbound email in early 2006. Since then, the Association’s Corporate & Social Responsibility department has been monitoring compliance with the requirement and has seen a steady rise in the number of members whose programs are authenticated. The new Email Reputation Registry will enhance these offerings by making the monitoring and compliance process fully transparent to member companies by giving them access to the monitoring data, reports, and alerts for their IP addresses and domains. This transparency should accelerate adoption of email authentication for email marketing and corporate email, as well as improve overall email effectiveness and deliverability by providing critical reputation information.

“While most marketers know that authentication is a key component to email marketing, many are still confused as to how to successfully implement authentication protocols,” said Matt Blumberg, Chairman and CEO of Return Path. “In working with the DMA to create this registry we hope to make it extremely easy for any email marketer to verify that their email marketing programs are authenticated or, if they aren’t, to know exactly what to do to get authenticated. We want to empower marketers to do the right thing.”

The registry also includes an FAQ section with information on authentication, infrastructure and reputation.

For more information on email authentication, visit DMA’s Email Authentication Help Center. To access the DMA/Return Path Email Reputation Registry, refer to the “How To” section of the Email Authentication Help Center, or click here.

About Direct Marketing Association (DMA)
The Direct Marketing Association ( is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,400 companies from dozens of vertical industries in the US and 48 other nations, including half of the Fortune 100 companies, as well as nonprofit organizations.

In 2008, marketers — commercial and nonprofit — will spend $176.9 billion on direct marketing, which accounts for 52.1 percent of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures will generate approximately $2.057 trillion in incremental sales. In 2008, direct marketing accounted for approximately 10 percent of total US gross domestic product. Also in 2008, there were 1.6 million direct marketing employees in the US. Their collective sales efforts directly support 9.3 million other jobs, accounting for a total of 10.9 million US jobs.

The Power of Direct: Relevance. Responsibility. Results.

About Return Path
Founded in 1999, Return Path helps commercial email senders get more email delivered to the inbox. Our tools and services give senders the tools and insight to diagnose and prevent email deliverability and rendering failures by improving and maintaining their email sending reputations. Return Path works with both the sending and receiving communities to bring transparent standards to email delivery and filtering. Return Path’s runs the internet’s most widely used third-party whitelist, Sender Score Certified. For more information, please visit

Press Contacts:
Sandy Cutts
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Jeff Rutherford
Jeff Rutherford Media Relations
413 369-4128
[email protected]

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