When you send a letter, you naturally want it to arrive in the recipient’s mailbox and the postman does this reliably. But it’s not that obvious in the case of email, because each inbox is protected by the email service provider’s spam filter. Depending on the intensity of this filter, even the desired e-mails may be marked as spam and sent to the spam box …
This has two consequences for the sender: firstly, their emails are not delivered to the desired address and secondly, their reputation is likely to suffer with each rejection and therefore their deliverability in the future. But how can commercial email senders get around this problem? Here is the solution: an inscription on the white list of CSA thanks to the certification of the Certified Senders Alliance (CSA).
The Certified Senders Alliance (CSA) is a joint project of the ecoe electronic commerce association. V. in cooperation with the German Marketing Dialogue Association (DDV). CSA whitelisted senders are recognized by email service providers (project participants) as trustworthy and reliable, and emails are better rated by email and service providers. spam filters and sometimes delivered faster. The likelihood that your emails will reach where they should be is going up dramatically.
You want examples ? At Talos / Cisco, CSA partner, more than 60% of certified IP addresses go from “neutral” to “good”, nearly 85% are whitelisted and the content is not analyzed. Email service provider Rel Aix Networks GmbH goes one step further. Existing blacklists are overwritten by CSA certification and emails from certified IPs are accepted faster.
Improved deliverability through CSA whitelisting is just one of the many benefits of CSA certification. ¹
The CSA criteria for certified senders of group emails are based on strict European directives, for example on data protection (GDPR), and essentially cover applicable international law. Those who are certified and adhere to CSA criteria need not fear legal consequences. Certified senders who violate CSA regulations and, therefore, existing best practices are promptly notified by CSA and receive concrete recommendations on what to do to comply with the regulations. This protects the sender’s good reputation. and helps avoid complaints in the future.
The management of individual complaints is handled by the “Eco Claims Office”, which receives complaints concerning all Internet services. He may also be informed, for example, of unlawful acts prejudicial to minors. The eco Complaints Office is a member of the international assistance network INHOPE, to which belong more than 45 complaints offices in more than 40 countries, which can transmit complaints between them. Complaints against CSA certified members are handled exclusively by the Eco Claims Office.
The CSA evaluates the Newsletter of the certified senders. In the event of technical or legal violations against the CSA regulations, senders are quickly informed and can take the necessary measures. In addition, CSA makes other control instruments available, such as notification of spam traps. Spam traps can blacklist senders and indicate weaknesses in list management. Adequate advice enables certified senders to quickly take countermeasures and prevent loss of reputation in the future.
CSA provides marketers, email service providers and spam filter providers with a platform on which they can discuss current and future email marketing challenges at the same level. The flagship event of this exchange is the annual CSA International Summit. The next CSA summit will take place from April 10 to 12, 2019 in Cologne. For more information, please visit https://summit.certified-senders.eu.
¹ A full list of the benefits of CSA certification is available HERE.