Spam boost for online shoppers
Spam boost for online shoppers
Jul 27, 2005: A new scheme has been set-up that aims to reassure customers that an organisation will not send them spam messages when a user is requested to register their personal details and email addresses online.
TRUSTe, is an independent certification programme allows certified email senders to display a verifiable seal, which confirms that their email practices conform to strict privacy and fair practices.
Through this programme, a seal stating: "We Don't Spam", is expected to affirm that the email reputation and practices of the company have been thoroughly reviewed and have met strict standards that eliminate the threat of unwanted email from the seal holder.
The seal is placed on the website where the seal holder collects email addresses and related information.
TRUSTe has the ability to monitor sealholder email performance with a proprietary list seeding system and a consumer complaint mechanism to flag investigations.
Fran Maier, the executive director and president of TRUSTe, said that a recent survey found that two-thirds of Internet shoppers decided not to register with a website because the privacy policy was too complicated and unclear.
"This marks a difficult and worsening situation for businesses that rely on trusted digital communication. Companies need a way to declare simply, clearly and believably "we don't spam". Our seal lets them say that with confidence and consumers now can trust they won't be receiving unwanted email from these companies."
Matt Blumberg, the president and CEO of Return Path, said that solid permission-based policies and practices are critical to both email deliverability and email acquisition improvements. Return Path provided technical and financial support to the seal programme.
"To combat spam, companies need to differentiate themselves by having a stellar email reputation. With TRUSTe's position as the leading consumer privacy advocate, this 'no spam' accreditation programme will help companies boost email acquisition rates by proving they are one of the good guys in email."
Ian Harrison, the vice president of business development at AskMen.com added that the TRUSTe Email Privacy Seal demonstrates the integrity of its email policies.
"We increased registrations by more than 7 percent with the seal, and helped boost our overall email campaign metrics. The Email Privacy Seal helps consumers make a comfortable and informed choice to hear from us on an ongoing basis."
In order to be a participant of the seal programme, organisations must provide: prior consent standard for commercial email; at a minimum, pre-selected option for house files; opt-in for 3rd party mailings; no 3rd party sharing without explicit permission; clear and conspicuous notice describing use; easy to use, responsive, persistent unsubscribe; privacy statement fully disclosing email practices and a willingness to participate in dispute resolution and ongoing monitoring about TRUSTe.
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