The MAAWG Sender Subcommittee has published a Sender Best Current Practices document.
This document details what the current best practices in the sending industry are. Summarized the document says:
- Senders must get clear and conspicuous consent from recipients. In other words, recipients should know what they are signing up for and what kind of mail they should expect.
- Senders must provide unsubscription options that make it easy for recipients to get off mailing lists.
- Senders should adhere to recipient ISP policies
- Senders should authenticate email
- Senders must be accountable for the email they send
- Senders must handle bounces and stop sending email to accounts that no longer exist
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