Marketing Workshop

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1 Marketing Workshop Part V Deliverability, Compliance & Trust Agenda Getting To The Inbox Protecting Your Brand Laws & Regulations 1

2 Laurence Rothman Nationwide Senior Consultant, Brand Reputation Matt Rausenberger Return Path, Inc. Sr. Director, Deliverability Consulting eec Co-Chair Deliverability & Rendering Roundtable PSVillage Co-Chair, Denver Chapter GETTING TO THE INBOX: DELIVERABILITY & REPUTATION 2

3 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 Infrastructure Authentication Sending Permanence Accreditation 3

4 Complaints Positive Subscriber Actions List Maintenance 4

5 Unknown Users Bounces Automated Response from Receiving Network that Message Was Not Delivered Can Happen at any Stage of Message Transfer or Days After Classified as Hard and Soft Bounces Spam Traps 5

6 Give Them a Choice Content Content Rendering 6

7 Mail Infrastructure Certify Your Manage Metrics 7

8 Relevance & Response Rates BUILDING AND PROTECTING YOUR BRAND VIA Branding 8

9 What Makes Subscribers Open? Prominently Display Your Logo Fraud Spoofing Modifying the sender address and other parts of the header to appear as if the originated from some place it did not Phishing Fraudulent practice of sending s purporting to be from legitimate companies in order to induce individuals to reveal personal information such as addresses, SS# and credit cards Malware Malicious software meant to steal private data, take control of resources or cause abusive behavior 9

10 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 claiming to be sent by that brand. You Can Stop Phishing! Authenticate 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 from being delivered Monitoring, detecting and taking down phishing sites COMPLIANCE FOR COMMERCIAL 10

11 United States CAN-SPAM Act of 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 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) 11

12 Canada & CASL Law takes effect early 2012 CEM Law, not just Law Affects all companies that send , 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 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 s Obtain explicit consent within 2 year window Include postal address in all communications Never rent lists or do appends European Union Data Protection Directive Privacy Law not Law Opt-in, not Opt-out 7 Principals: Notice Purpose Consent Security Disclosure Access Accountability 12

13 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 Spam Legislation by Country en.wikipedia.org/wiki/ _spam_legislation_by_country U.S. CAN-SPAM Act of Canada - Marketer s Guide to Applying CASL arketers_guide_to_applying_casl.pdf Sender and Provider Coalition (ESPC) 13

14 Deliverability Blogs Return Path Deliverability.com Word to the Wise blog.wordtothewise.com Al Iverson blog.exacttarget.com/blog.php/al-iverson Thank You! 14

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