| Since the CAN-SPAM Act 2003 regulations
mandate opt-out mechanism in every commercial email and
taking out the email address from the concerned list
from future emails when a receiver requests to do do, an efficient opt-out (and opt-in)
mechanism and proactive list management process have to
be built into the email marketing practices of all
organization. Efficient opt-out management will help
retain the quality subscribers and contrary to the
fear
of losing list subscribers. You also have a
fair chance of getting back the subscribers who opted
out at a future point in time. |
| |
| Following are the key
considerations every email marketer should have in
mind and apply in practice: |
| |
- Every commercial email should be CAN-SPAM
compliant
- Postal address of the sending party /
organization should be mentioned in the email body.
Note that a PO Box number would not be sufficient.
- The email must specify how to unsubscribe from
future emailing. Thus an Unsubscribe link should be
provided in each email.
- It should not be difficult for the user to
follow the process of un-subscription. Ideally the
process should be complete in three or less steps.
- When a recipient request un-subscription (or
wants to opt out from the email), the request should
be fulfilled within 10 days from the receipt of such
request.
|
| The following critical
decisions are to be made by the email marketer while
implementing an efficient opt-out mechanism. |
| |
- Whether to carry out the opt-out for that
particular list (or campaign, newsletter or
communication group) or apply the opt-out rule
globally across the organization. This scenario
varies from business to business and from scenario
to scenario. LeadPro provides a configurable setting
which can be changed for each email campaign.
- While the opt-out process should be simple and
easy to the user, required information can be
provided to the user so that he / she can take an
informed decision. A customized unsubscribe page can
be useful from this perspective.
- Whether to provide an opt-in option (with
instructions) after confirming the Unsubscribe
button. If the user has opted-out by mistake, the
user can get back into the list as an opt-in user.
- Whether to send an email confirming the request
to opt-out from the list.
- Whether to send an email confirming the
completion of opt-out process.
|
|
Please
download a copy of LeadPro
Lead Management and Email Marketing solution data sheet in PDF
format. |
