As discussed in an earlier post, suppression list abuse continues to plague email marketers who are required by law to share suppression files often.  Previously, many suppression files were sent in a readable, plain text format with only a password to protect the data from abuse.  To cut down on the vulnerabilities that exist when transferring and sending suppression file data, many responsible marketers in the industry have proactively adopted encryption tools such as MD5 hashing technology. 

In an effort to homogenize mailing best practices and protect consumer information, the ESPC board has voted to require all members to use at a minimum, MD5 hash encryption.  Because some mailers may need to make system changes to support file encryption, the deadline for implementation is September 1, 2009.  According to the ESPC statement, members will need to provide ESPC staff with a link to a public statement on their respective company websites indicating their support of this encryption requirement.

LashBack has long championed the use of MD5 hash encryption as a key best practice to eliminate threats associated with suppression list abuse.  Other steps marketers can take to protect the integrity of their data include suppression list cleansing services by UnsubCentral, as well as putting enforceable terms in contracts with their affiliates that spell out the consequences of suppression list abuse.

Unscrupulous marketers mailing to consumers who have specifically opted out of your list can have a negative effect on your company’s reputation.  Leaving un-encrypted data vulnerable to third parties might not only lower your deliverability with ISPs, but also damage consumer perceptions of your brand.  The key to controlling and managing relationships with consumers is building trust.  The only way to build a trusted brand is by monitoring what is being sent to your customers and making it a priority to protect their information.