Welcome to another edition of The Affiliate Buzz, where affiliate marketers have been coming to be inspired, informed and motivated to succeed since way back in 2003. Arlene is away today, but James is joined by Cris Angelini, Sales Director at UnsubCentral to discuss managing email opt outs and avoiding CAN-SPAM penalties.
Cris is an accomplished business professional with 20 years of experience working with people, processes, revenue growth and sales leadership. Prior to working at UnsubCentral, Cris was the Vice President of Revenue Development at Volusion, where he was responsible for working cross departmentally to help drive core product sales, revenue growth, customer service and partner recruitment. Now at UnsubCentral, Cris consults with prospective clients to determine the best services for their needs.
And everyone needs to manage their email list to make sure their honoring customer requests to unsubscribe. Companies can be fined up to $16,000 per infraction under the CAN-SPAM Act so targeting, suppressing and managing your email communications and avoiding CAN-SPAM penalties is not only the right thing to do by your customers, it’s the right thing to do by your finances.
Managing email lists is not as simple as it sounds, especially when you’re talking about multiple lists across multiple businesses. When one company is paying another to manage their email marketing, both are responsible for complying with law. That can be tricky when advertisers have one email list, affiliates have another and neither one wants to share. But Cris will describe strategies that are available for managing multiple email lists to make sure you are honoring customer opt out requests, suppressing email so that your campaign only reaches targeted customers and offering preferences so that you can decrease the number of customers who choose to unsubscribe.
What’s In the CAN-SPAM Act
The CAN-SPAM Act is aimed at consumer protection and covers everything from your header information and misleading subject lines to not supplying consumers with your physical address. It also requires online marketers to honor customer opt out requests within 10 business days. But that may not necessarily be bad news. Cris has found that if you communicate with customers how and when they want to be communicated with, they’ll become better customers and buy more from you.
Opt Out or Opt Down?
Cris also reminds us that almost 80% of customers who opt-out aren’t really saying that they don’t want to be marketed to by your brand. They’re willing to hear from you. They just want to it in a different way and at a different frequency. Cris will explain the various options that allow you to comply with customers’ requests while still being able to market to them.
Listen now as he describes:
- Tools and techniques for avoiding CAN-SPAM penalties
- Tools that can help you learn to “scrub” your email lists
- How to manage email suppression
- How you can decrease the number of customers unsubscribing by 75%
- How to give customers the chance to opt-down rather than opt out
- How you can utilize the Thank You page of your opting out process to continue a relationship with your customers
- How to assure the security of your email lists
If you would like more information on the CAN-SPAM Act or how UnsubCentral can help you manage your email list and ensure compliance, check out these resources:
- CAN-SPAM Act – https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business
- UnsubCentral - http://www.unsubcentral.com