Experian Consumer Direct, a provider of online direct-to-consumer credit reports, scores and monitoring, announced yesterday that it has partnered with LashBack LLC, an e-mail reputation provider, to monitor partner advertisers’ compliance with the CAN-SPAM Act.
The CAN-SPAM Act requires that U.S. advertisers provide a working unsubscribe link in every commercial e-mail message. Consumers are instructed to follow this “opt-out” link to be removed from that particular mailing list. Under the law, the e-mail sender has 10 business days to stop sending commercial e-mail messages to that consumer. A violation happens when an e-mail sender fails to remove consumers who have unsubscribed from its e-mail list or when e-mail senders do not use suppression lists provided by the company that is advertising the product or service.
Experian said the benefits of partnering with LashBack include helping with CAN-SPAM Act compliance, increased deliverability of e-mails, consumer protection and corporate brand protection. As actual consumers report messages to LashBack for unsubscribe processing, LashBack tracks and records the outcome of those unsubscribes. That track record of “success versus failure” is the baseline for the senders’ reputation, which in turn impacts deliverability at many of the largest Internet service providers.