The Online Trust Alliance’s 2018 mail Marketing & Unsubscribe Audit found that the vast majority of audited online retailers have embraced unsubscribe best practices, going beyond mere compliance, and have shown continued improvement since 2014 despite expanded and more stringent criteria. This year’s Audit examines the entire email engagement process, from signup to receiving email to the unsubscribe user experience and results.
For 2018, 74% of the top retailers qualified, a strong improvement from 67% in 2017 and nearly reaching the 75% achievement level of 2015. Email security was another highlight area in 2018. Adoption of email authentication technologies SPF and DKIM reached 100%, and adoption of DMARC (another email authentication technology to prevent spoofing) and opportunistic TLS (encrypting messages between mail servers) improved significantly.