Email Marketing Workshop Part 5: Deliverability, Compliance and Trust
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Transcript of Email Marketing Workshop Part 5: Deliverability, Compliance and Trust
Email Marketing Workshop
Part V
Deliverability, Compliance & Trust
Agenda
• Getting To The Inbox
• Protecting Your Brand
• Email Laws & Regulations
NationwideSenior Consultant, Brand Reputation
Twitter: @LaurenceRothman
Laurence Rothman
Matt Rausenberger
Return Path, Inc.Sr. Director, Deliverability Consulting
eec Co-ChairDeliverability & Rendering Roundtable
PSVillage Co-Chair, Denver Chapter
GETTING TO THE INBOX:DELIVERABILITY & REPUTATION
Reputation
Poor Reputation & Deliverability
= NO INBOX• No Clicks• No Opens• No Purchases• No Conversions• No Brand Building• No Relationships
Factors That Affect Deliverability• Subscriber Actions
– Complaints– Opens
• List Quality– Unknown Users– Spam Traps
• Content• Email Infrastructure
– Authentication– Sending Permanence
• Accreditation
Complaints
Positive Subscriber Actions
List Maintenance
Unknown Users
Bounces
• Automated Response from Receiving Network that Email Message Was Not Delivered
• Can Happen at any Stage of Message Transfer or Days After
• Classified as Hard and Soft Bounces
Spam Traps
Give Them a Choice
Content
Content Rendering
Mail Infrastructure
Certify Your Email
Manage Metrics
Relevance & Response Rates
BUILDING AND PROTECTING YOUR BRAND VIA EMAIL
Email Branding
What Makes Subscribers Open?
Prominently Display Your Logo
Email Fraud• Spoofing – Modifying the sender
address and other parts of the email header to appear as if the email originated from some place it did not
• Phishing – Fraudulent practice of sending e-mails purporting to be from legitimate companies in order to induce individuals to reveal personal information such as email addresses, SS# and credit cards
• Malware – Malicious software meant to steal private data, take control of resources or cause abusive behavior
Brand Reputation & Trust
• Company perception in the marketplace
• Erosion of brand trust• In a recent Cloudmark survey,
42% of respondents said that their trust in a brand would be greatly reduced if they received a phishing email claiming to be sent by that brand.
You Can Stop Phishing!
• Authenticate email with SPF and DKIM• Educate your employees about spoofing,
phishing and malware• Monitor phishing and malware attacks• Third-party vendors can help with:
– Registering your domain to prevent unauthenticated email from being delivered
– Monitoring, detecting and taking down phishing sites
COMPLIANCE FOR COMMERCIAL EMAIL
United States
• CAN-SPAM Act of 2003
• Email Law, not Privacy Law
• Opt-out, not Opt-in
• Make your privacy statement easy to find and read
• Track source and date of subscriber acquisition
CAN-SPAM• Covers all commercial email• Clear and conspicuously displayed opt-out
mechanism• Valid postal address• Clear notice that the message is commercial• Process unsubscribes within 10 business days• No false headers or subject lines• Accurately represent Forward to a Friend (FTAF)
Canada & CASL• Law takes effect early 2012
• CEM Law, not just Email Law
• Affects all companies that send email, SMS, and social network messages into Canada
• Must have consent from subscriber unless implied relationship exists (allowed up to 2 years)
• Organization will need to review their email policies
• Penalties can be as high as $1 million per violation for individuals, and $10 million per violation for organizations
Complying with CASL• Establish baseline policy for all digital
communications with subscribers• Segment your subscribers based on expressed preferences,
observed behaviors, demographics • Use opt-in consent methods for capturing contact information.• Clear unsubscribe information in communications• Use preference centers so that subscribers can choose the
timing and frequency with which they receive emails• Obtain explicit consent within 2 year window• Include postal address in all communications• Never rent lists or do email appends
European Union• Data Protection Directive
• Privacy Law not Email Law
• Opt-in, not Opt-out
• 7 Principals:– Notice
– Purpose
– Consent
– Security
– Disclosure
– Access
– Accountability
Asia-Pacific Privacy Framework• Forum of 21 Pacific Rim countries• Privacy Principles:
– Preventing Harm– Notice– Collection Limitations– Uses of Personal Information– Choice– Integrity of Personal Information– Security Safeguards– Access and Correction– Accountability
Rest of World
• Existence, detail and enforcement of privacy law in countries around the world vary dramatically
Compliance Resources
Morrison & Foerster's International Privacy Library
www.mofo.com/privacy--data-security-services
Email Spam Legislation by Country
en.wikipedia.org/wiki/E-mail_spam_legislation_by_country
U.S. CAN-SPAM Act of 2003
www.spamlaws.com/federal/108s877.shtml
Canada - Marketer’s Guide to Applying CASL
www.thindata.com/aboutus/resourcecenter/casl/pdf/The_Marketers_Guide_to_Applying_casl.pdf
Email Sender and Provider Coalition (ESPC)
www.espcoalition.org
Deliverability Blogs
Return Path
www.returnpath.net
Deliverability.com
www.deliverability.com
Word to the Wise
blog.wordtothewise.com
Al Iverson
blog.exacttarget.com/blog.php/al-iverson
Thank You!