This past week the MAAWG board approved the publishing of our position on Email Appending.
As you know, in marketing terms, “appending” is the practice of taking demographic information known (or assumed) to be related to a particular customer and matching it with other data. “Email appending” is also known as “e-appending” or “e-pending.” It refers to taking known demographic information and using various methods to determine an email address for the purpose of adding people to a list or otherwise sending them email messages. The practice of email appending is in direct violation of core MAAWG values. There are many reasons why email appending is abusive and leads to a high volume of non-permission-based mail. This results in a large number of spam complaints and message rejections associated with senders who participate in email appending. In addition to complaints, email appending creates significant risks of violating consent requirements in privacy and anti-spam legislation.
You can read more by downloading the document here http://www.maawg.org/sites/maawg/files/news/MAAWG_Epending_Position_2011-09.pdf
We are very excited about this news. This document has been a long work in progress and I would like to thank the MAAWG Senders community for continuing the work.
-Dennis
Eloqua
Don’t Just Send, Deliver!
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