Inbox Insider: Compliance still needs attention

Share this content:

This week's debacle by the White House to send out unsolicited e-mails has brought the importance of e-mail compliance to the spotlight. While the White House seemed to have made an honest mistake and is in the process of correcting its wrongs, it did show how e-mail marketers commonly misuse the channel.

The CAN-SPAM Act requires that a consumer opt in to receive marketing messages via e-mail, and if a consumer does not opt in, then a sender is not being compliant. Industry leaders stress the importance of this. But once a consumer has opted in, there is still work to be done. Marketers should keep their lists clean and updated and make sure that a consumer is still interested in receiving e-mails throughout the life cycle of a relationship. Just because I opted in last year, does not mean that I want to receive e-mail this year.

Marketers should pay attention to who is opening and clicking through on an e-mail and, if a recipient hasn't responded in more than six months, then a sender should contact that recipient and ask them if they are still interested in receiving e-mails. This is an excellent way to create communications with a customer and let them personalize how they want to interact with your brand.

This is a great way to keep a clean list and ensure that the address is not dead. Because, after all, consumers change e-mail addresses fairly often, and if you send to an inactive e-mail address, this could affect your reputation.


close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above