Are you CAN-SPAM compliant?

Marketing Sherpa researchers recently completed a study which found three quick fixes. The first is to insert API (Application Programming Interface) code; this will log users into their preferences center immediately after unsubscribing from the email list.

The second step is to pre-populate the preference center so that some information - like email addresses, for example - were automatically placed for log in. This can also help users make quick changes by clicking a single box to add more emails or newsletters or delete old subscriptions. Also, allow consumers to make changes to their profile easily by adding a "Click Here To Submit Your Changes" button.

Finally, expect quirks in the new system and plan for them. In this study, an opt-out link sent users to an error page. They quickly wrote an apology email, explaining the mistake and letting the consumer know that they were working on a solution. Use a simple subject line like "My Company Email Preferences Link" so that users can tell who sent the email and why.

Tags: CAN-SPAM, email marketing