Guest Post written by LashBack
Did you know that non-compliance with email regulations can cost businesses up to $51,744 per violation? In today’s dynamic digital landscape, email compliance is not just about avoiding hefty fines—it’s also a necessity for protecting your brand’s reputation, maintaining customer trust, and ensuring marketing compliance with regulations.
When it comes to email content compliance, LashBack is your go-to partner, specializing in ensuring that your brand’s email content is aligned with regulatory requirements. But content compliance is just one piece of the puzzle. For complete compliance, organizations also need to manage opt-outs and unsubscribe lists—this is where OPTIZMO steps in.
By using LashBack and OPTIZMO, organizations can achieve complete email compliance. These tools not only monitor email content but also manage suppression lists, ensuring that email marketing efforts always comply with regulatory requirements. This comprehensive approach to compliance makes LashBack and OPTIZMO the perfect pair for maximizing CAN-SPAM compliance for your organization.
Why Content Compliance Matters
Content compliance is critical, not just for regulatory reasons but also to protect your brand and maintain customer trust. The CAN-SPAM Act includes several mandates around the content of emails, such as:
- Avoiding false or misleading header information
- Using non-deceptive subject lines
- Identifying messages as advertisements
- Clearly stating the sender’s location
Another stipulation mandates that organizations monitor what others are doing on their behalf–CAN-SPAM makes it very clear that a company cannot “contract away” its legal responsibility to comply with the law. The FTC will hold the company being promoted responsible for any violations, even if an affiliate committed them.
Beyond the CAN-SPAM Act, there are also regulations like UDAAP (Unfair, Deceptive or Abusive Acts or Practices), TILA (Truth in Lending Act), the Truth in Advertising Act, and others. The complete list of regulations is extensive, and many laws are unique to certain industries, which are overseen by regulators like the Consumer Financial Protection Bureau (CFPB), the Federal Trade Commission (FTC), and more.
Brand Protection and Customer Trust
It’s crucial to monitor email content not only for regulatory compliance but also for brand protection to maintain customer trust. Emails that contain unsanctioned branded content sent out by an affiliate or even from a rogue actor on an internal marketing team can quickly erode a brand’s reputation.
Common Email Compliance Issues
LashBack recently published data that outlined marketing email insights from earlier this year, and the results were eye-opening.
The list below ranks from most common to least common the top compliance issues and violations that LashBack uncovered:
- Deceptive, unapproved, or unusual subject lines
- Deceptive, misleading, unapproved, purported, or spoofed “friendly from”
- Emails missing functioning opt-out links
- From lines that were deceptive, spoofed, or contained an unapproved domain
- Missing a valid physical postal address or not including the appropriate postal address
- Content flagged for brand or regulatory compliance issues
These violations can lead to severe consequences—deceptive subject lines can erode customer trust, while missing opt-out links may result in significant fines or legal action under CAN-SPAM.
For many organizations, content compliance may be a significant blind spot in their overall email compliance program, and it’s clear that many need help.
Utilizing LashBack for Content Compliance
LashBack’s comprehensive email compliance solutions give marketers unmatched visibility into the branded email content being sent on their behalf, whether that be from an internal term or an email affiliate.
LashBack doesn’t just monitor compliance; it does so at scale, drawing insights from an enormous dataset that allows your team to catch violations faster than ever before. Whether it’s spotting CAN-SPAM issues or catching brand violations early, LashBack’s tools offer unparalleled peace of mind.
Once a potential compliance violation has been identified and surfaced to the offending organization, it can be quickly remediated, mitigating the risk of future regulatory violations or punitive action taking place.
The Role of OPTIZMO in Email Compliance
While LashBack covers content compliance, OPTIZMO specializes in email suppression list management for email marketing. Managing opt-outs is essential–not just for compliance, but also to prevent unhappy email recipients. One of CAN-SPAM’s main provisions revolves around managing opt-outs and unsubscribe requests. This includes:
- Providing a mechanism that allows subscribers to opt out of emails
- Having the opt-out mechanism able to process opt-out requests for 30 days after the message is sent
- Honor opt-out requests within ten business days
Honoring the 10-day opt-out window can be daunting for organizations to comply with alone. Add affiliates to the mix, and this seemingly simple task can become highly complex.
With OPTIZMO, marketers can easily manage suppression lists without stress, ensuring peace of mind when working with email affiliates.
This is accomplished through OPTIZMO’s advanced technology, which constantly updates organizations’ opt-out and suppression lists, automatically generates unsubscribe links, actively monitors for potential compliance issues, and keeps the lists in a spot easily accessible by affiliates for easy distribution.
LashBack + OPTIZMO = Full Email Coverage
For organizations that want full email marketing compliance, there’s no better tandem of solutions than LashBack and OPTIZMO. Together, compliance can be ensured from the content of the email all the way through the unsubscribe process, with constant monitoring for potential violations. This comprehensive coverage provides a sense of reassurance and confidence in an organization’s email compliance efforts.
Want to protect your brand and ensure total email compliance? Click here to see how LashBack and OPTIZMO can streamline your efforts and keep you compliant!
OPTIZMO Technologies
sales@nulloptizmo.com
LashBack
sales@nulllashback.com
Note: This blog was written by our partner, LashBack. The content reflects their views and expertise, and we’re excited to share their insights with our audience!