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10 Percent of Retailers Fail Email Compliance Audit

Posted on 9.21.2014

If you were working on the Web one decade ago, you probably remember how "different" email marketing was; if you don't, well, there was much more "batch and blast" and far less regard for the user experience (particularly when it comes to managing unsubscribes/opt-outs).

In the past few years, however, the Web community has embraced personalization and segmentation, as well a prioritized the quality of their list over the quantity of recipients. It's made companies smarter, more efficient, more productive and in general, more successful, but there's still room for improvement in enterprises' email initiatives.

The Online Trust Alliance last week revealed results of an audit of which e-commerce sites were enabling consumers to opt out of email lists. Upwards of 70 percent of the top 200 online retailers have moved beyond compliance (just following the rules) and are demonstrating a commitment to users' control of their inbox according to the OTA. That's great news and a big increase from many years ago but there is still a long way to go. The OTA found that 10 percent of the retailers were currently in direct violation of the U.S. CAN-SPAM Act of 2003 and Canada's new Anti-Spam Legislation.

"Despite CAN-SPAM taking effect 10 years ago, it is disappointing that a number of the world's biggest online retailers have yet to get things right," said Craig Spiezle, Executive Director and President of OTA. "On the positive side, the vast majority of email marketers are doing their part to distance themselves from spammers and thus fortify their customer relationships. Now is the time for others to follow their leadership."

Are you CAN-SPAM and CASL compliant? What guidance would you provide email marketers in regards to managing their recipient list? Share you comments below.


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