The Marketers’ Guide to Accreditation,
Reputation and Authentication Resources
The Marketers’ Guide to Accreditation, Reputation and Authentication Resources
Increasingly, a marketer’s email “reputation” will play a significant role in determining whether or not
email is delivered. In addition to following industry best practices, marketers can take specific steps
that can improve their “reputation” and maximize deliverability and ROI.
The following are critical elements for building positive email reputation:
• ISP whitelists and automated feedback loops: ISP-level tools to help identify “good” senders
and facilitate email delivery – reputation at the local level.
• Authentication: technology protocols that establish the true identities of senders and allow for the
development of a sender’s email reputation.
• Accreditation Services: 3rd-party programs that certify sender policies and practices and
contribute to a sender’s email reputation.
• Reputation Services: monitors that gather all available data intelligence on senders and
aggregate a global reputation score
These charts were co-created by the Email Service Providers Coalition (ESPC) and the Interactive
Advertising Bureau (IAB) as a helpful guide for marketers navigating the offerings available today.
The charts that follow are representative and accurate at the time this document was created. It is
possible that, through the course of business, these details will change. We will do our best to keep
in this information updated and available on the IAB website (http://www.iab.net). Please note, these
charts should not be considered an exhaustive list of all the available vendors and ISPs. Please
contact the ESPC (Jim Campbell, email@example.com) with any updates.
ISP Usage of Email Authentication, Feedback Loops and Whitelists
Whitelisted mail not
guaranteed to go to inbox
DNS check, volume,