Put your email program through an email audit or self-assessment, such as third-party certification, and you’ll probably turn up problems with your list acquisition, disclosure policies, bounce management, or subscriber consent. All these can affect delivery.
These firms use audits to track down and correct any weaknesses or holes in an email program, such as opt-in procedures, delivery management, and privacy policies, which we discussed last time. Below, the four problem areas these firms find most often:
Today, our take on the first three problems (we’ve covered bounce management extensively in previous columns), along with our recommendations for fixing them before they show up in your email audit.
A subscriber confirms an opt-in to a specific mailing list, but the company extends that initial consent to its other mailing lists or partner mailings.
How to fix it. Update your existing policies to reflect your practices and set expectations upfront. Pulling a "gotcha" on the end user only results in spam complaints. These get your email filtered or blocked.
If email policies change after you’ve already acquired a sizeable list, provide users with notice and choice. Send a campaign to the affected recipients notifying them of the policy changes and the additional messages they might receive. Use this as an opportunity to highlight the benefits of your other newsletters and offers. Ideally, you’ll drive readers to a preference page that lets them update preferred subscription options.
E-Mail Use Policies Don’t Add Up
The registration page says the company will use email addresses only to send the messages the subscriber wants, but service terms allow the company to send general messages or third-party ads at will.
How to fix it. Again, update customer-facing policies to be consistent with your marketing practices and provide notice to existing users. Poorly managing consumer expectations results in spam complaints, which jeopardize your mailings.
For privacy sensitive issues, such as sharing your list members’ information with third parties, distribute a confirmation email to gather permission from your users to share their information.
No Working Unsubscribe Mechanism
Every email message includes an unsubscribe link as required by CAN-SPAM, but the link fails to remove the subscriber from the list because it was scripted incorrectly or it doesn’t coordinate unsubscribes with the database.
How to fix it. If this has been going on for a while, it’s a serious CAN-SPAM violation. You must reacquire permission through a confirmation message or other opt-in mechanism. These confirmation messages don’t necessarily need to be sent to your whole list if you can isolate the users who were presented with the malfunctioning unsubscribe links.
To prevent this in the future, use an email service provider (ESP) for database management. ESPs have extensive tools and options for subscription, suppression, and bounce handling.
And as always, keep on deliverin’.
Want more email marketing information? ClickZ E-Mail Reference is an archive of all our email columns, organized by topic.
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As director of ISP relations and delivery, Kirill Popov creates and enforces strict usage and anti-spam policies, maintains ISP and community relations, and oversees all abuse and policy investigations and inquiries for EmailLabs clients. Kirill works with clients on best practices, content, design, and list hygiene to minimize potential delivery issues. He's a registered member of the SpamCon foundation and representsEmailLabs on AIM's Council for Responsible E-Mail.
Loren McDonald is vice president of marketing at e-mail marketing automation company EmailLabs, overseeing corporate marketing activities and client consulting services. He has 20 years experience in marketing, consulting and strategic planning. Earlier, Loren was founder and president of Intevation, an e-marketing services firm specializing in e-mail and SEM. He's held executive marketing positions at companies including USWeb/CKS (marchFIRST), NetStruxr, and Arthur Andersen.
December 12, 2013
1:00pm ET / 10:00am PT