Notes Version: Email Marketing Workshop Part 5 Deliverability, Compliance and Trust


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Notes Version: Email Marketing Workshop Part 5 Deliverability, Compliance and Trust

  1. 1. 9/30/2011 Email Marketing Workshop Part V Deliverability, Compliance & Trust Agenda• Getting To The Inbox• Protecting Your Brand• Email Laws & Regulations 1
  2. 2. 9/30/2011 Laurence RothmanNationwideSenior Consultant, Brand Reputationrothmal@nationwide.comTwitter: @LaurenceRothman Matt RausenbergerReturn Path, Inc.Sr. Director, Deliverability Consultingmatt.rausenberger@returnpath.neteec Co-ChairDeliverability & Rendering RoundtablePSVillage Co-Chair, Denver ChapterGETTING TO THE INBOX:DELIVERABILITY & REPUTATION 2
  3. 3. 9/30/2011 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 3
  4. 4. 9/30/2011 ComplaintsPositive Subscriber Actions List Maintenance 4
  5. 5. 9/30/2011 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 5
  6. 6. 9/30/2011Give Them a Choice ContentContent Rendering 6
  7. 7. 9/30/2011Mail InfrastructureCertify Your Email Manage Metrics 7
  8. 8. 9/30/2011Relevance & Response RatesBUILDING AND PROTECTINGYOUR BRAND VIA EMAIL Email Branding 8
  9. 9. 9/30/2011What 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 9
  10. 10. 9/30/2011 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 10
  11. 11. 9/30/2011 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) 11
  12. 12. 9/30/2011 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 12
  13. 13. 9/30/2011Asia-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 ResourcesMorrison & Foersters International Privacy Spam Legislation by CAN-SPAM Act of - Marketer’s Guide to Applying Sender and Provider Coalition (ESPC) 13
  14. 14. 9/30/2011 Deliverability BlogsReturn Pathwww.returnpath.netDeliverability.comwww.deliverability.comWord to the Wiseblog.wordtothewise.comAl Thank You! 14