Are You Spamming Your Clients? June 17, 2011. Introductions Doug Ladendorf Manager of Marketing...
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Transcript of Are You Spamming Your Clients? June 17, 2011. Introductions Doug Ladendorf Manager of Marketing...
Are You Spamming Your Clients?
June 17, 2011
Introductions Doug Ladendorf
Manager of Marketing Databases & CRMMayer Brown LLP 1,600 Attorneys 7 domestic office & 14 international Marketing is international [email protected]
Bill VannersonDatabase Marketing ManagerFoley & Lardner LLP 900 attorneys 18 domestic & 3 international offices Marketing is 99% domestic only [email protected]
AgendaLegal Definition of Spam
ISP/Corporate Definition of Spam
Personal/Individual Definition of Spam
Best Practices
What is SPAM?Definition of Spam
CAN-SPAM Act of 2003 Steps to comply
No false/misleading header info Subject line must match content Indicate the message is an advertisement Include your physical address Must include a means of opting out or
unsubscribing Opt-outs must be honored within 10 business
days
ISP Filtering & Scoring ISPs (internet service Provider) and
corporations install software or contract with third-parties to block spam
Spam Assassin – open source mail filter
Postini – enterprise mail filter
Spam Scoring
White Listing/Certification, Black Listing, Reputation
Black ListingClean lists regularly
Resolve spam complaints promptly
Contact ISP or org. that is blocking
Check email reputation
Work with third-party reputation service
Third-party mailing services - caution
White ListingExact opposite of Black Listing
Pre-certified as a valid mailer
Pass rigorous standards
White List Database Successful white listed candidates are added to an
approved database that spam filtering software and vendors can check to pre-approve sender’s messages
Specific White List Tests Email is sent from a dedicated IP address.
Email messages accurately identify the source of the message.
There is full disclosure and consent at the point of collection that clearly describes how the sender will use the email addresses and/or other personal information
The recipient has given explicit consent to receiving any Commercial or Promotional Email Messages. Double opt-in
Recipients are promptly removed from the list when they request to unsubscribe.
The email infrastructure is well maintained & operated responsibly. List hygiene and bounce-processing system
Reasonably secure networks used to send email messages and store recipient information.
Their email programs maintain very low complaint rates.
LitmusTest in email clients
Test against Spam Assassin and Postini
Targeting Your AudienceFoley – traditional static lists
Mayer Brown – dynamic segmenting
How are contacts added to lists?
Who approves use of lists?
No purchased or rented lists
Keeping Mailing Lists CleanList hygiene - Removing obsolete contacts
Process bounced emails
Contacts update preferences through subscription form
Contact Verification email
Folder Dependency Rules – deceased, out of business companies
Circulate to fee-earners
Handling Opt-Outs and Opt-InsAdding Contacts & Opt-In
Attorney “Add your contact” emails Referrals Website links External lists are a two-step process
Removing Contacts Every communication has a link to unsubscribe or
receive no further communications Folder dependency rules pull out No Mails from
marketing lists nightly Tikit E-Merge automatically configured to exclude No
Mails Tikit templates also exclude list specific unsubscribes
Other Best PracticesQuality HTML / Templates
Test, then test again
Email Text – not overly long, be aware of red-flag words like “free”
“Web bugs” for open rates could add to spam score
Caution when using embedded graphics
Be aware of state BAR rules
Primary, separate or sub- domain?
In SummaryThere are three aspects of SPAM:
The legal aspect – CAN-SPAM Act of 2003
The ISP filtering/scoring aspect What things do service providers look at to give
indications of spamming?
The personal/individual aspect Are you sending the right communications? Are you over-sending?
Questions?