Wednesday, February 17, 2010

Keep it clean: Your reputation in 2010

James O’Brien, director of marketing with e-mail compliance company LashBack, says that there will be several "hot-button" issues regarding e-mail reputation in 2010.

Here are four reputation-related issues you may need to address this year:

  1. Your privacy policy: Making your policy available when people first subscribe to your emails may not be enough; you should also be notifying all subscribers whenever you implement a policy change.

  2. The disposability of data: If your subscribers go for long periods of time without interacting with you, their data will quickly become obsolete. When it does, it will need to be purged. Continuing to send new messages to dormant or unwelcoming addresses can increase complaints, and impact performance data regarding bounce rates, unsubscribe requests, etc.

  3. The increased importance of unsubscribes: Give subscribers the option of opting out by message type so they can choose to discontinue messages they don't want without completely severing ties.

  4. The return of address book requests: Asking your subscribers to make sure that your domain is added to their safe list is an "oldie but a goody" when it comes to email marketing practices.
Learn more about keeping your email marketing reputation clean in 2010 by reading this article at

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