The Online Trust Alliance released its fourth annual Email Marketing & Unsubscribe Audit, analyzing the top 200 North American retailers to assess email authentication and the end-to-end user experience. The 2017 audit found 67 percent of retailers hold a “Best in Class” designation, meaning they scored 80 percent or higher on the analysis of their marketing email trustworthiness against the OTA’s 12 best practices for marketing email. Jeff Wilbur, director of the OTA Initiative at the Internet Society, added “While we found retailers are doing many things right when it comes to email, many are not making it transparent and easy to find a way to unsubscribe, which increases consumer frustration and ultimately reduces their trust.”
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