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Email Marketing Best Practices


The AIA E-Mail Committee has issued a series of guidelines to bolster confidence among consumers, marketers, and agencies regarding the industry's email practices.

There is a critical importance for consumer consent regarding email marketing, the AIA has the most stringent set of email marketing guidelines to date. Through its clear mandate regarding permission and use of email addresses, this will increase industry accountability, and curb unwanted and unsolicited commercial email.

This guarantees a set of suggested industry guidelines in regard to obtaining email lists. These guidelines will enable advertisers and agencies to feel more at ease with list sourcing methods and confident that disclosure is articulated on insertion orders by participating AIA Member companies.

Increasingly, a marketer’s email “reputation” will play a significant role in determining whether or not email is delivered. In addition to following industry best practices, marketers can take specific steps that can improve their “reputation” and maximize deliverability and ROI

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