MarketingProfs' Members Register for B2B Forum 2010 for just $695! (good until 11/30) »

Ask your question ... sign up today! It's FREE!
E-Marketing     
 
This question has been closed, and points have been awarded.
How Has The Recent Canspam Act Affected Your Email Marketing And List Sourcing?
Posted By: RobertPedersen* on 7/14/2004 12:21 PM (CST) 250 Points
Based on the recent legislation, are legitimate and credible companies doing email marketing differently? What steps can marketers take to overcome the increasing onslaught of and fighting spam when trying to legitimately offer wanted products and services to their customers?

Posted by: amandavega Accepted Answer
7/14/2004 12:33 PM (CST)
Ah! A question after my own heart! I just got back from speaking about this very subject at Internet World in NYC. I'll give you the brief info that I shared with the attendees.

To answer your first question, yes, legitimate companies are still indeed using email marketing, and are still getting great results. Has the methodology or tasks changed within email marketing, certainly. But, companies are still finding a higher ROI for email efforts than direct mail (and our companies that employ both tactics do exceptionally well.)

How did CAN SPAM change our job as marketers? Well, it made anyone that wasn't already taking the time to truly get to know their vendors start to do just that. CAN SPAM didn't really affect ME personally at first, because I had already taken almost all of the measures that CAN SPAM made law, for years. But, it did affect me post-January, when I had to take the time to do the intensive research to determine which of my vendors were indeed in compliance, and rather than simply ASK the question, I set up a series of tests and questionnaires designed to dig into the specifics (basically, setting traps for my vendors) to assure that I wasn't putting myself, or my clients in danger.

So, CAN SPAM has done one thing for sure: decreased the number of viable vendors I have to offer my clients for supplementation of an internal list. It has also brought to light the importance of paying the higher costs for the valuable lists. I've said this a million times here, but the lists I rent from media companies and high-end content sites/vortals perform MUCH better than brokered lists, but they also run around $.25/piece and up.

On a personal note, I have actually seen an INCREASE in SPAM in my email boxes...most from outside the US - the biggest flaw in CAN SPAM.

So, email marketing lives. It still does well when done correctly.
 
Posted by: SteveByrneBranding Accepted Answer
7/14/2004 12:51 PM (CST)
The majority of our clients include email broadcasts in their marketing mix. Because these clients were already sensitive to spam issues and only used opt-in programs, CAN SPAM really hasn’t been much of a factor. CAN SPAM was created to stop the most egregious spamming offenders and not the good citizen corporate world. The problem of course is that CAN SPAM doesn’t have the resources behind it to police it effectively.

Legitimate marketers can send legitimate email. By sending information that is acceptable by customers and prospective customers, marketers can go on using email as an effective commercial medium.

Hope this helps
 
Posted by: Pepper Blue Accepted Answer
7/14/2004 1:38 PM (CST)
Hi Robert.

Q: Based on the recent legislation, are legitimate and credible companies doing email marketing differently?

A: For the most part I don't think so. Most legit and credible companies had policy and procedures in place. Those that didn't CAN-SPAM moved them to do it. The threat of fines and prison usually does that to otherwise law-abiding, but procrastinating people.

One thing you are seeing differently is more implementation of confirmed/double opt-in sign up procedures. Personally, I think this is one reason that open rates actually increased from Q4 2003 to Q1 2004. More people recognizing their email and opening it from those companies who are sending them valuable information.


Q: What steps can marketers take to overcome the increasing onslaught of and fighting spam when trying to legitimately offer wanted products and services to their customers?

A: Again, confirmed/double-optin helps. Ask people to put your email address in their "people I know" list. Offer meaningful and valuable information and specials, not just dribble. Watch your content and keywords so you don't exceed spam filter thresholds.

I hope that helps.
 
Posted by: RobertPedersen* Author Response
7/15/2004 7:12 PM (CST)
Thank you so much for your comments. Very helpful!
 
Posted by: jose04 Accepted Answer
8/7/2004 4:01 AM (CST)
Robert

Compent responses above!

THe CAN SPAM act is a terrefic document highlighting the economic, personal, and other costs to institutions, individuals caused due to unsolicited and often lessgenuine mails.

Coming to your qs. Genuine efforts at marketing products and services always helps. Despite the good intentions the email recipient still doubts you and therefore the catch phrases in your email title and carefully adhering to CAN spam regulations in your communications plus building value to your promo efforts will make the client put you in the Non-spam class. This is the choice of the client and they do it, not for the marketer, but for what he/she stands for and says. There are other short run remedies to get over the problem.

For the long run solution, E-mail technologists must surely work on developing standards and technologies for cost effective classification and differentiation of emails into the desirable and undesirable categories. However, with the differences we still harbor worldwide, I suppose its too idealistic to think about this scenario right now. But there is something called hope and that often saves us.

Hope these thoughts help!!
 
Posted by: Val (Moderator)* Moderator Response
8/8/2004 11:37 AM (CST)
Hello all. I am closing this question, since its more than 2 weeks old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 
Posted by: RobertPedersen* Author Response
8/9/2004 4:41 PM (CST)
Thank you again for your great input! You all gave me different angles that were helpful!
 


Get more answers ... ReTweet this!

Would you like to post a response?
Welcome to Know-How Exchange!
This is a collaborative community. We welcome everyone's participation.
All you need to do is login. Enter your account info in the box above (top right).
Not a member? Not a problem. Register here (it's FREE and EASY).




Know-How Exchange powered by MarketingProfs


Sponsored Links

Buy a Link Now

Just Released ... Download Today!
Just Released ... Download Today!
Look inside
Included with Premium Membership
User Name:
Password:
Remember Me
Forgot your password?

Top 25 KHE Experts
(E-Marketing)
Jay Hamilton-Roth (20328)
Pepper Blue (16557)
Inbox_Interactive (12143)
stevea (8997)
darcy.moen (8899)
mgoodman (8341)
W.M.M.A. (7084)
Clive Fernandes (6555)
michael (6354)
telemoxie (5974)
Neil (5132)
Mikee (4050)
MRowland (3735)
mbarber (3717)
ASVP/ChrisB (3693)
AndrewS (3491)
Harry Hallman (3405)
Peter (henna gaijin) (3254)
NuCoPro (3110)
thinkmor (3075)
amandavega (2947)
Frank Hurtte (2873)
Gary Bloomer (2846)
ROIHUNTER (2746)
SRyan ;] (2541)
Recently Posted Marketing Jobs
Director of Marketing and Communications
Demand Generation Manager
Marketing/Advertising Faculty
Director of Marketing
Market Analyst
Sr. Field Marketing Manager - Business Intell.
Associate Vice President of Marketing and Corporat
Marketing Manager
[more jobs]

Join over 355,000 members ... SIGN UP!

My email address is and I'd like my password to be .

Already a member? Sign In!

My email address is , and my password is .


HACKER SAFE certified sites prevent over 99.9% of hacker crime.