Be a Great Communicator: How Email Compliance and Customer Engagement Work Together

Autumn Tyr-Salvia
Apr. 12, 2015 by Autumn Tyr-Salvia

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It’s easy to think that email compliance regulations and email engagement are at odds. Engagement makes us think about good marketing techniques.  Compliance sounds like constraints.

You probably know that FCC regulations require you to offer an unsubscribe link and that you need to provide the option for somebody to be able to unsubscribe from all your email lists (these rules apply to bulk email you send, not to transactional email).

If we look carefully, compliance is an opportunity to be a good communicator. There’s the quick and easy approach, where you ask, “Do you want to unsubscribe from all our email?” But why not go further and create an opportunity for engagement? By presenting a list of all available distribution lists (such as new feature information, special offers, and news), and asking, “Do you want any of these or would you like to unsubscribe from all of them?” we encourage a two-way conversation that actually improves our understanding of the customer. Using several mail streams like this also allows you to retain subscribers who want just some of your mail, but who would otherwise be forced to choose between accepting all of it or unsubscribing from all of it.

Tell recipients what email address you are sending to. A lot of people have multiple addresses that funnel together. Make it easy for them to unsubscribe the precise email address in use, rather than forcing them to figure out why email keeps showing up after repeated attempts to unsubscribe.

Compliance is also about making sure that things are set up properly. Doing it right in part defines you as a trustworthy communicator.

  • Make sure that the domain that you’re sending your email from has abuse@ and postmaster@ set up for the domain so that they’re forwarding to you and you can respond to any of those messages.
  • Make sure that you’re using SPF and DKIM email authentication. (SparkPost requires that at minimum you use either SPF or DKIM, but implementing both is even better.)

We know you get better engagement when you stick to these guidelines. Of course compliance is about regulations, but it is also about making you a better communicator.

To learn more:

Opt Forms – Strategies and Best Practices for Deliverability

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