SOURCE: UnsubCentral


February 25, 2010 08:44 ET

UnsubCentral Announces Implementation of Advanced Email Suppression List Security Features

AUSTIN, TX--(Marketwire - February 25, 2010) -  UnsubCentral, the leading email compliance and suppression list management company, today announced the implementation of advanced email list security options for its customers including SHA-256 hashing and Salt capabilities for both MD5 and SHA-256 hashing. SHA, which stands for "Secure Hash Algorithm," was designed by the National Security Agency (NSA) and published by the National Institute of Standards and Technology (NIST). Salt is a level of additional security that can be applied to both MD5 and SHA-256 hashing that significantly mitigates the risk of brute force attacks. UnsubCentral has also built the tools to simplify the implementation of these options for both its clients and their partners, further solidifying the company's leadership and commitment to providing customers the most secure options for suppression list management and distribution. 

Marketers running email campaigns across affiliate networks or other third parties typically share suppression and opt-out lists in order to comply with the Federal CAN-SPAM Act. While removing opt-out requests is a common email practice, there are risks associated with sharing lists of physical email addresses for individuals who do not want to receive email. Suppression list abuse, where email partners intentionally or unintentionally email suppression lists, is real, and the consequences can include federal fines and tarnished brand reputations. 

UnsubCentral has been providing clients list security options including list scrubbing and MD5 Hashing for several years. List scrubbing is the practice of uploading one's suppression file to a neutral third party, like UnsubCentral, who then scrubs the list against a partner's email list to remove unsubscribed email addresses. List scrubbing is considered the most secure way to allow access to suppression files as no addresses are actually shared. MD5 hashing is an industry standard one-way hashing algorithm that converts plain-text email addresses into 32-character alphanumeric hashes. Advertisers use UnsubCentral to hash their suppression lists before sending to third parties. Third parties then do the same to their mailing list and compare the MD5 hashes in their list against the MD5 hashes in the suppression file. If a match is found, the mailer removes the corresponding email address in their list. 

SHA-256 is a more advanced one-way hashing algorithm than MD5 that converts plain-text email addresses into 64-character alphanumeric hashes. Salt serves as a unique password that is applied to each hashed email address before the address is then shared with partners. With the announcement of SHA-256 and Salt, UnsubCentral is demonstrating its commitment to providing the latest standards of compliance for advertisers, affiliates and other third parties.

"Utilizing third parties to expand email reach can be highly effective and achieved with little risk if simple steps and best practices are adopted," said Russ Riley, marketing director of UnsubCentral. "We're proud to continually provide our customers a variety of means to protect their data, their brands and consumers." 

"The effects of non-compliance with the CAN-SPAM Act can be extremely detrimental to brand advertisers, leading to a significant decrease in deliverability to the inbox, poor reputation in the eyes of the ISPs and a lack of trust from online consumers," said James Campbell, managing director of the Email Sender and Provider Coalition (ESPC). "We commend UnsubCentral for adding these increased security features to their suite of solutions to help their clients protect both their brands and their customers."

About UnsubCentral
UnsubCentral, Inc. provides email suppression and campaign performance management solutions to leading advertisers, ad networks and affiliate networks. UnsubCentral solutions help companies comply with the CAN-SPAM Act and data privacy requirements by allowing them to securely manage opt-out lists across the enterprise, affiliates and various third parties. UnsubCentral is integrated with major affiliate networks and email service providers. For more information, visit:

Contact Information

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