What is the DMA?

DMA (Data & Marketing Association, now part of ANA) establishes marketing ethics and guidelines. For email, they've published deliverability guidelines, consent standards, and responsible marketing practices.

Relevance: DMA guidelines influence industry expectations and sometimes inform regulatory interpretation. Compliance with DMA standards demonstrates good-faith effort at responsible marketing.

Resources include: email guidelines, compliance checklists, and educational content. While less technical than M3AAWG, DMA addresses the marketing practice side of email responsibility.