<ul><ul><ul><ul><ul><li>Major Provisions: </li></ul></ul></ul></ul></ul><ul><li>• No false or misleading header information </li></ul><ul><li>• No deceptive subject lines </li></ul><ul><li>• Mandatory opt-out method </li></ul><ul><li>• Disclosure that message is an advertisement or solicitation </li></ul><ul><li>• No “harvesting” of addresses </li></ul>CAN-SPAM Act: Requirements for Commercial Emailers
CAN-SPAM: Real world compliance • 66% of Businesses violate CAN-SPAM • 1.8% ignore unsubscribe requests • 51% don’t offer an unsubscribe link • 45% fail to clearly identify the source *source: Arial Software, CAN-SPAM B2C Compliance Audit
CAN-SPAM Organizational compliance steps • Involve all organizational stakeholders in the email marketing process (marketing, webmaster, IT, legal, sales) • Ensure all groups understand the Act’s policies & practices • Add a postal address to email • Review and test opt-out language and process • Honor all opt-out requests within 10 business days of receipt • Use unchecked boxes to affirm consent • Add a profile update page enabling subscribers to modify their user experience
Launching an email: Planning & Strategy 1. Goals: • Open rates • Click Through Rate (CTR) • Bounce rates • Customer actions 2. Message: • HTML/Rich text/Plain text versions • Unsubscribe link • Referral link • Update information link • Change format preferences 3. Testing: • Send out test messages to a number of ISP’s • Proof read, Proof read 4. Delivery: • Frequency • Arrival time 5. Post Distribution: • Bounces, unsubscribes • Monitor CTR
Develop an effective landing page • Illicit reader feedback and design a custom landing page • Create a single path to page…don’t require multiple clicks or confuse reader with too many options • Design page for quick scan-ability, clearly state value proposition and offer • In the beginning consider asking for less user data, possibly just an email address • Track conversion rates off landing page; if you are getting a high percentage of “abandons” consider changing the process
How much information to collect at sign-up? • Too little: limited targeting • Too much: erroneous data, user fatigue • Collect what is important, but no more than 7 items.
Increasing email delivery rates Keep Your Content Clean To avoid your ads getting caught in SPAM filters avoid: • Capital letters • Exclamation marks • Repeating the same things • Misspelled words Validate HTML content. • Ensure code is accurate and follows W3C HTML guidelines • No broken links • Do not use scripts as few email systems accept them • Test e-mails through internal sending
Increasing email delivery rates (CONTINUED) Use SPF, Sender Policy Framework • Stops spammers from forging "From" fields • Helps ensure only authorized senders are sending email by using special DNS records Whitelist your IP address • List of IP addresses that are proven legitimate • In order to be whitelisted, you must have a clean record • Methods vary by ISP, some ISPs have internal white lists who you can contact by emailing postmaster@ or abuse@ addresses, to get in touch with the mail administrators. Others like Yahoo and AOL have forms to fill out to get on list.
Hard Bounce A Hard Bounce indicates that an email cannot be delivered, due to a permanent error. For example, when a mailbox does not exist for a particular domain. There is no point in continuing to attempt to deliver the current message to this address, or future messages either, as the address can no longer accept email. Soft Bounce Soft Bounces are when an email cannot be delivered to an address due to a temporary error, but due to the nature of the error there is no point in re-attempting delivery of the current message. Unlike a hard bounce, a soft bounces indicates that it may be possible to deliver to the address at some point in the future. An example of a soft bounce is a "mailbox full" response. Email Delivery
Email Delivery (Continued) General Bounce A General Bounce is a bounce that appears to be either a Hard or Soft Bounce, but is lacking the address information of the original recipient. This usually only occurs with old or unusual email server software. Blocks A Block indicates that the recipient's email server is refusing to accept email from the sender. This can be due to filtering software, email blacklists (lists of banned senders), or email whitelists (lists of who is allowed thru, while restricting all others). In any case the email cannot be delivered. Out of Office/Auto-Reply Out Of Office notifications are usually sent by a recipient's email client software. Unlike bounces, an Out Of Office notification does not indicate that an email address is bad. These notifications are only really significant when sending time-dependant information to recipients.
Increasing Open Rates • Write a compelling subject line with actionable information or your company brand name • Allow whitelisting • Allow web browser viewing • Identify “inactives” and take action • Design emails viewable in the preview pane/put important information above the fold • Conduct a delivery audit
Segmentation Increases Open Rates • Create different content areas • Allow customized delivery options • Segment based on demographics, preferences *source: MarketingSherpa, October 2005 .48% 6.68% Clicks 4.14% 30.86% Opens Not Segmented Segmented Impact of Segmentation*
WhiteListing: Add the sender to your address book. Click here if you are unable to see images in this email. Opens content in web browser Provides recipient the option to opt-out of daily emails UNSUBSCRIBE
Co-Registration Basics • Essentially a “per-per-lead” system where visitors opt-in for select offers at the time of email or site registration • Registrant checks a box, opting in to your offer • Advertiser might “confirm” lead via email confirmation to opt-in recipient known as a bounce check - preferred method • Publishers are paid on pre-determined cost per lead basis after bounce check
Implementing Co-Registration • Leads must be permission based, never opt-out • Publisher must develop an internal database to send out leads to customer • Basic data advertisers require for co-reg leads include: Acquire date Email address Postal Address Country • Featured Advertisers: Basic text introducing co-reg partners: Example: Please take a moment to select featured advertising opportunities from Washington Times advertisers. By taking advantage of these opportunities, the registrar agrees on sharing his or her information with a third party.
Co-Registration Ad requirements • Character limit, with white space • Maximum pixel size • Consider allowing hyperlinks • Text only
Monetizing email via direct advertising • Sell advertising on CPM or sponsorship • Text & graphical ad units Graphical Box Ad (Static .GIF) Text Advertisement Clearly Labeled “ Advertisement”
SkyScraper Graphical Advertisement Navigation to Site from email
Recent Developments • Overview: Goodmail Systems provides accreditation to participating members, ensuring delivery with a cryptographically-secure token • Promises: Reliable delivery, Full message functionality, Inbox labeling and Delivery confirmation with improved reporting • Participating ISPs: AOL, Yahoo • Participating publishers: American Red Cross, NYTimes.com • Fees: Sign-up, cost per email ranging from .25 to .01 per message
Additional Resources (for directional purposes only, not endorsements) For maintaining Whitelisted IP addresses: Habeas http://www.habeas. com Sender Score Certified http://www.senderscorecertified. com/ General Advice and FAQ: EmailLabs http://www.emaillabs.com/articles/email_articles/email_marketing_faq. html http://www.clickz.com/experts/ SPF information: SPF: A Sender Policy Framework http://www.openspf. org/ Deliverability Issues: http://www.clickz.com/experts/archives/em_mkt/infra/article.php/996031 http://www.clickz.com/experts/em_mkt/email_delivery/article.php/3460761 Outsourcing, full-service vendors: http://email.exacttarget.com/ http://www.silverpop.com/ http://www.emaillabs.com/
Questions? Eric Getzinger Online Sales Manager [email_address] www.washingtontimes.com 3600 New York Ave, N.E. Washington, D.C. 20002 202.636.2904