Email Accreditation
Accreditation Requirements
- Permission-based list acquisition strategy
- Published authentication records
- Complaint levels lower than industry standards
- Established, high-standing reputation
- Well maintained infrastructure
- Incorporated list maintenance and bounce management
- Strong security networks
- Unsubscribe available on all email communications
Many companies are also choosing to use accreditation services along with authentication as an extra line of precaution. Becoming a certified email sender will help solve your deliverability issues, but it is not a quick fix or a stand-alone option as you must have a good reputation to begin with in order to become an accredited sender, and you must maintain a nearly flawless record in order to preserve your status.
Accreditation services seek to bring trust back to the inbox by providing a guarantee to the end user that the email is not only authentic, but it also contains information that the end user requested to receive. Accreditation also builds trust with the ISPs as they know that you are continuing to follow the strict guidelines set forth by the certification providers.
To gain certification you must pay an independent third party to vouch that you are a legitimate sender. Services, such as Sender Score Certified and Goodmail offer certification based on stringent requirements regarding your email marketing practices and policies. However, once certified, ISPs trust that your emails are valid and your messages bypass the filters so they are delivered to your subscribers’ inboxes. In some cases your emails will even be delivered with the images and graphics displayed by default, a tactic which increases response and conversion rates.
While it was controversial at first, accreditation has gained in popularity as it is yet another way legitimate email senders can distinguish themselves from spammers and, therefore, ensure that their messages will be delivered to their recipients on time and intact. If you are considering becoming an accredited sender, make sure that your IT department and ESP can support the requirements as some of the accreditation technologies require highly technical changes to how you send your email.
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