Going Beyond Compliance when doing Customer Acquisition
Most digital marketers know that suppression lists are maintained for CAN-SPAM compliance purposes. Nobody wants to be hit with hefty penalties (up to $16,000 per violation) – and who can blame them? But beyond that, there are additional benefits to both advertisers and affiliates of maintaining and sharing suppression lists. Optimal management of email suppression lists can help ensure:
- That an advertiser’s existing customers do not receive email acquisition offers
- That consumers do not receive emails from more than one affiliate for a specific offer
- That consumers are opted out of the right products/services
But first, let’s take a step back.
Basic CAN-SPAM Compliance
The CAN-SPAM Act of 2003 sets various rules relating to the sending of commercial email messages. One of those rules is that commercial email messages must provide a clear and conspicuous opt-out mechanism, and an advertiser must honor those opt-out requests within 10 business days. It is also important to note that once an email address has opted out of receiving promotional messages, not only must that advertiser honor the opt-out request; but that advertiser’s affiliates must also honor the opt-out requests. This is where suppression lists come into play.