Results for First Ever Email Deliverability & Trust Competency Program Announced by the AOTA
AOTA Email Deliverability & Trust Academy focuses on consumer protection, privacy and trust

SEATTLE, WA – July 1, 2008 – Today, the Authentication and Online Trust Alliance (AOTA) announced results of the inaugural Email Deliverability & Trust Academy. The industry’s first ever Email Competency Test conducted at the end of the academy determined if attendees from some of the world’s most recognizable brands – including Amazon.com, Apple, Microsoft, National Geographic and Publishers Clearing House – know what it takes to conduct an email campaign that focuses on consumer protection, privacy and trust.  63 percent passed with a score of 85 percent or greater. 

“The Delivery and Trust Competency Program is another example of how the AOTA is taking a leading role in raising the bar of trust within the email marketing industry,” said Sal Tripi, director of operations at Publishers Clearing House. “We look forward to continuing to work with the AOTA and our peers in the industry to further this cause and make email marketing even better.”

“This program shows just how far industry leaders have come and how far they need to go to make sure consumers not only trust the source of an email, but are also confident that users' privacy is being respected,” said National Geographic strategy and e-marketing manager Lauren Skena. “It is paramount that we use consumers information selectively and provide them the confidence the email they receive meets their expectations in the scope of content relevancy and frequency of communications.”

The academy was the culmination of the AOTA’s annual summit last month in Seattle. Developed by the AOTA Steering Committee, in partnership with the Direct Marketing Association (DMA), this pioneering academy program took place on June 6th and was developed to increase core competencies for email marketers. The academy recognized the value of email marketing and its role within interactive marketing, as well as its impact on consumer trust, business brand and reputation. Curriculum covered how email marketing has dramatically evolved from a communication tactic to a significant method for developing and nurturing long-term customer relationships while promoting the overall value of a brand.  

Major topics of the academy included:

• Reviewing how excessive mailings and content can significantly impact a brand’s reputation and value
• How email marketers from legitimate companies can avoid being labeled as spammers  
• Why meeting consumer expectations is not only key to long-term online reputation, but is also showing dividends and competitive advantages
• Program and Academy presentations

“Training and certification are key to the profession and even more important to restoring consumer trust in interactive marketing,” said Craig Spiezle, chairman and founder of the AOTA. “Collaboration programs such as this that are supported and endorsed by industry leaders are a testimony to the importance of increasing transparency and accountability while providing consumers choice and control of the communications they receive.”

The certification program followed the AOTA’s annual online safety leadership awards handed out this June, and the advocating of best practices including email authentication and EV SSL certifications this past year. Based on the strong response and feedback, and underwriting support from Jupiter Research, DMA, Datran Media, Iconix, Microsoft, Message Systems, Habeas, Goodmail Systems and Return Path, AOTA will develop an expanded curriculum and a formal certification program to be launched later this year.

Program Presentations & Agenda>

About The Authentication and Online Trust Alliance (AOTA):
Founded in October 2004, the mission of AOTA is to foster the elimination of email and Internet fraud, abuse and data intrusions, thereby enhancing online trust, confidence and online protection of businesses and consumers. The goals include but are not limited to facilitating best practices, data sharing, the deployment and implementation of authentication, identity and reputation solutions as well as domain defense strategies. AOTA represents over one million businesses and 500 million users worldwide, with members in Brazil, Canada, United Kingdom, Denmark, Germany, Romania, Singapore and the United States. AOTA is a 501c6 IRS-approved non-profit, governed by a Board and Steering Committee including the Bank of America, BoxSentry, Datran Media, Epsilon, Goodmail Systems, Habeas, Iconix, Internet Identity, IronPort (a division of Cisco Systems), MarkMonitor, Message Systems, Microsoft Corporation, MX Logic, Return Path, Symantec Corporation and VeriSign. 

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