are you spamming your clients?
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Are You Spamming Your Clients?. June 17, 2011. Introductions. Doug Ladendorf Manager of Marketing Databases & CRM Mayer Brown LLP 1,600 Attorneys 7 domestic office & 14 international Marketing is international [email protected] - PowerPoint PPT PresentationTRANSCRIPT
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 SpamPersonal/Individual Definition of SpamBest 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 filterPostini – enterprise mail filterSpam ScoringWhite Listing/Certification, Black Listing,
Reputation
Black ListingClean lists regularlyResolve spam complaints promptlyContact ISP or org. that is blockingCheck email reputationWork with third-party reputation serviceThird-party mailing services - caution
White ListingExact opposite of Black ListingPre-certified as a valid mailerPass rigorous standardsWhite 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 clientsTest against Spam Assassin and Postini
Targeting Your AudienceFoley – traditional static lists Mayer Brown – dynamic segmentingHow are contacts added to lists?Who approves use of lists?No purchased or rented lists
Keeping Mailing Lists CleanList hygiene - Removing obsolete contactsProcess bounced emailsContacts update preferences through subscription formContact Verification emailFolder Dependency Rules – deceased, out of business
companiesCirculate 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 / TemplatesTest, then test againEmail Text – not overly long, be aware of red-flag words
like “free”“Web bugs” for open rates could add to spam scoreCaution when using embedded graphicsBe aware of state BAR rulesPrimary, separate or sub- domain?
In SummaryThere are three aspects of SPAM:The legal aspect – CAN-SPAM Act of 2003The 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?