notes version: email marketing workshop part 5 deliverability, compliance and trust
TRANSCRIPT
9/30/2011
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Email Marketing Workshop
Part V
Deliverability, Compliance & Trust
Agenda
• Getting To The Inbox
• Protecting Your Brand
• Email Laws & Regulations
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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
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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
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Complaints
Positive Subscriber Actions
List Maintenance
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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 SoftBounces
Spam Traps
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Give Them a Choice
Content
Content Rendering
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Mail Infrastructure
Certify Your Email
Manage Metrics
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Relevance & Response Rates
BUILDING AND PROTECTING YOUR BRAND VIA EMAIL
Email Branding
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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
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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
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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)
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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
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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
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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!