This document discusses several top compliance concerns for political email marketers in 2020, including the frequent use of political figures in ads, recipients receiving multiple messages per day, blacklisting of IPs or domains, and loan offers with high borrowing limits. It also addresses issues with spoofed domains, noting that spoofing tends to be a common litigation target, and the use of COVID-19 related language in emails to generate engagement, which sharply increased in 2020. Finally, it shows that subject lines mentioning Trump and Biden correlated with a 30% increase in inbox delivery rates compared to overall email volume and inbox rates.

1. Politics
Political figures used
in ads
Frequency
Recipients receiving
multiple messages
per day
Blacklisting
Partners using
blacklisted IPs or
domains
Loan Amounts
Loan offers with high
borrowing limits
Spoofed Domains
Mailers using third-
party sending
domains
COVID-19 related
verbiage used to
generate engagement
Coronavirus
Top
Compliance
Concerns of
2020

2. The Problem with Spoofed Domains
Domain spoofing continues to be a common
compliance issue
Based on client feedback, spoofing tends to be one
of the most common issues that litigators target
The California Business Code describes email
advertisements that contain a third-party domain without
permission as unlawful
Mailers spoof domains to trick recipients and spam
filters, but we’ve found that these emails don’t
typically reach the inbox
Implementing DKIM/DMARC/SPF is a suitable step
to stop mailers from spoofing your domain

3. COVID-19 Verbiage Use in 2020 Email
0
100
200
300
400
500
600
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Thousands
Pandemic
COVID
Coronavirus

4. 30% Increased Inbox Rate with Trump and
Biden Subject Lines
45%
51% 51%
55% 56% 57%
62%
69%
72% 73%
77% 75%
0
100
200
300
400
500
600
700
800
900
1000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Thousands
Email Volume
Inbox Rate