TRUSTe Launches New TRUSTed Email Program Enabling Accredited Companies to Confidently Say "We Don't Spam"

DoubleClick Email Solutions Summit, Denver, Colo. – July 26, 2005 - TRUSTe today announced the first independent certification program that reassures consumers that they won’t be subjected to spam when they submit their email address online. The program allows certified e-mail senders to display a verifiable seal confirming that their e-mail practices conform to strict privacy and fair practices. Spam, commonly acknowledged as consumers’ top online privacy-related concern, adversely affects companies by limiting the effectiveness of legitimate, requested e-mail communication and inhibiting consumers’ willingness to participate in e-commerce.

Through this program, TRUSTe affirms, with a seal stating “We Don’t Spam,” that the e-mail reputation and practices of the company have been thoroughly reviewed and have met strict standards that eliminate the threat of unwanted email from the seal holder. The seal is to be placed on the website where the seal holder collects e-mail addresses and related personal information. TRUSTe monitors sealholder email performance with a proprietary list seeding system and a consumer complaint mechanism to flag investigation. This program, by raising consumer trust in data collection practices, will help companies increase online customer registration rates. In a pre-release trial, one company found a seven-percent increase in registrations when using the seal.

“A survey last month found that two-thirds of Internet shoppers decided not to register with a website because the privacy policy was too complicated or unclear. This marks a difficult and worsening situation for businesses that rely on trusted digital communication,” said Fran Maier, executive director and president, TRUSTe. “Companies need a way to declare simply, clearly and believably ‘we don’t spam.’ Our seal lets them say that with confidence and consumers now can trust they won’t be receiving unwanted email from these companies.”

The seal program was created with technical and financial support from DoubleClick and Return Path. TRUSTe provides certification, monitoring and oversight for Return Path’s Bonded Sender Program.

“Solid permission-based policies and practices are critical to both email deliverability and email acquisition improvements,” said Matt Blumberg, president and CEO of Return Path. “To combat spam, companies need to differentiate themselves by having a stellar email reputation. With TRUSTe‘s position as the leading consumer privacy advocate, this ‘no spam’ accreditation program will help companies boost email acquisition rates by proving they are one of the good guys in email.”

"The TRUSTed Email seal plainly demonstrates the integrity of our email policies. We increased registrations by more than 7% with the seal, and helped boost our overall email campaign metrics," said Ian Harrison, vice president of business development, “TRUSTed Email helps consumers make a comfortable and informed choice to hear from us on an ongoing basis.”

“While we have always said that the spam problem could only be solved by a combination of legislation, industry self-regulation, technology and consumer education, until now consumer education has not been a focal point in the industry,” said Ken Takahashi, vice president of strategic partnerships for DoubleClick. “This seal brings consumer education front and center by bringing clarity and trust to the critical opt-in process.”

Participants in this seal program must meet the following requirements:

  • Prior consent standard for commercial email
    • At a minimum, pre-selected option for house files

    • Opt-in for 3rd party mailings

  • No 3rd party sharing without explicit permission

  • Clear and conspicuous notice describing use

  • Easy to use, responsive, persistent unsubscribe

  • Privacy statement fully disclosing email practices

  • Willingness to participate in dispute resolution and ongoing monitoring


About TRUSTe
TRUSTe is the leading global Data Privacy Management (DPM) company and powers trust in the data economy by enabling businesses to safely collect and use customer data across their customer, employee, and vendor channels. Our SaaS-based DPM Platform gives users control over all phases of data privacy management from conducting assessments and implementing compliance controls to managing ongoing monitoring. Our DPM Services, including assessments and certifications, are delivered by an expert team of privacy professionals. Thousands of companies worldwide rely on TRUSTe to minimize compliance risk and protect their brand.

About Return Path
Founded in 1999, Return Path is an e-mail performance management company dedicated to improving the reach, delivery performance and overall success of permission-based e-mail programs. More than 1,500 companies use Return Path’s services to generate superior results from their e-mail programs, taking advantage of Return Path’s pioneering innovation in deliverability, ECOA, list hygiene, double-opt-in list acquisition and best practices strategy. Return Path Delivery Assurance Solutions are the industry’s original and premier e-mail deliverability tools and services, including the Bonded Sender Program for e-mail accreditation, and remain the only full-circle solution for solving e-mail deliverability issues. The company’s investors include Sutter Hill Ventures, Mobius Venture Capital, Flatiron Partners, and JP Morgan Partners. For more information, please visit,, or call toll-free 866-362-4577.

About DoubleClick
DoubleClick Email Solutions delivers the most complete and flexible email products and services to more than 400 companies globally. Many of the world’s most sophisticated marketing organizations across all industries leverage its world-class technology, constant innovation and unrivalled insight into email marketing to achieve superior results. DoubleClick Email Solutions is a recognized leader in the industry, offering its flagship DARTmail service and UnityMail software. Email Solutions clients benefit from DoubleClick’s comprehensive product and service solutions that enable them to successfully profit from their email marketing investments.

DoubleClick Email Solutions is an operating unit of DoubleClick Inc. that together with DoubleClick Digital Advertising Solutions provides agencies, marketers and publishers the ability to successfully profit from their digital marketing investments. DoubleClick has global headquarters in New York City and maintains 21 offices around the world to serve its more than 2000 clients.