eco runs a white list project called the “Certified Senders Alliance” (CSA), together with the German Dialogue Marketing Association, DDV.
Bulk mailers who send advertising material with the recipient’s permission (permission marketing) complain that a substantial portion of solicited, and therefore wanted, messages, such as newsletters, no longer reach the recipient due to email filtering. Bulk mailers counteract this presently by negotiating with Internet service providers to be added to their internal white lists.
This has a range of disadvantages. On the one hand, a bulk mailer is forced to negotiate with several Internet service providers. At the same time, Internet service providers are forced to review a multitude of bulk mailers to find out if they fulfil the criteria necessary for admission to the list. On the other hand, the requirements vary from provider to provider. Furthermore, changing contact persons make this process more difficult.
This situation calls for the set-up of a centrally managed white list of bulk mailers and of a standardized procedure that ensures consistent high quality and can manage complaints effectively. A centralized white list not only provides a Spam fence, but also an interface between bulk mailers and Internet service providers; its role is to improve the quality of the medium “email” and, above all, to ensure that truly wanted emails sent by serious senders (in both directions) get to their destinations smoothly, without the sender needing to fear a negative classification of their email.
Participation in the Certified Senders Alliance means that server spam filters are usually not activated and filtering that prevents the delivery of mails from listed bulk mailers can only be regulated by the individual user settings. This approach saves resources both for Internet service providers and for bulk mailers. This is why eco and DDV entered into a cooperation so that the white list project could enjoy the backing of the Internet industry as well as the support of the direct marketers. DDV recommends that their members participate in the project, and provides two of the four panel members for the Admissions and Complaints Committee.
The Admissions and Complaints Committee consists of 2 representatives from ISPs and 2 representatives from Commercial ESPs. These companies currently are:
Members of BVDW, DDV, DMVÖ and eco receive a discount of 20 percent off the price of certification. The service is free of charge for ISPs and Technology Partners.