They're also honoring unsubscribe requests as soon as they're made, according to the Online Trust Alliance.
A survey of North America's top 200 retailers released this week by the Internet Society's Online Trust Alliance found they have made great progress in managing emails on their websites.
In fact, 84% of retailers have clear and conspicuous unsubscribe links on their websites, says Jeff Wilbur, the OTA's technical director.
Now in its fifth year, the "2018 Email Marketing & Unsubscribe Audit" also found 100% of the retailers use authentication tools like SPF and DKIM, 71% have DMARC records, and another 35% use DMARC enforcement. All of these tools have become generally accepted in the security industry for tracking and stopping email spoofing.