Source: © DMA October 2005
BEST PRACTICE #1: OBTAIN PERMISSION
Marketers or List Owners should only send commercial e-mail to individuals with whom they have a pre-existing or current business relationship, or when consent/permission has been obtained. Marketers who implement affirmative consent permission practices accompanied by clear and conspicuous notice generally have higher response rates and lower complaint rates and blocking issues.
BEST PRACTICE #2: CONSIDER CONTENT
Recipients are increasingly labeling any e-mail communication that is not relevant or looks suspicious as spam. To avoid this misappropriation, marketers should carefully consider the nature of the recipient’s consented interest, the content and presentation of the message and the quality of the pre-existing or current business relationship when developing offers or content. Marketers are reminded to review all content for CAN-SPAM compliance prior to deployment.
BEST PRACTICE #3: ASSURE DELIVERY
Mailbox Providers and other e-mail gatekeepers rely on a range of tools and techniques to block spam, including filters based on content, volume, and other delivery parameters. While policies differ by Mailbox Provider, it is essential for marketers and e-mail service bureaus to build direct relationships with Mailbox Providers and to follow established protocols and processes to ensure compliance and delivery.
BEST PRACTICE #4: HYGIENE AND SUPPRESSION
Sending e-mail to addresses that don’t or no longer exist is considered by Mailbox Providers to
be the hallmarks of spamming and poor marketing practices. Good list-hygiene practices help
facilitate message delivery and are critical to developing consumer trust.
BEST PRACTICE #5: EDUCATE STAKEHOLDERS
Marketers, list owners, Mailbox Providers, e-mail service bureaus and industry associations all
share the responsibility for providing information and education to recipients about anti-spam
tips, tools, technologies, laws, and industry programs developed to separate legitimate
communications from spam.
BEST PRACTICE #6: RESPOND AND RESOLVE
Marketers/List Owners and/or the e-mail service bureaus that send on their behalf share
responsibility for handling any inquiries and disputes regarding e-mail delivery in a responsible
and efficient manner that honors the individual’s request and complies with existing and
established guidelines for ethical business practices.
