Email compliance is complex. First, all commercial emails sent in the United States must comply with the requirements of the CAN-SPAM Act. CAN-SPAM sets email marketing guidelines, such as the requirements that every commercial email must include a valid opt-out mechanism (typically a link) and that opt-out requests must be processed and honored within a 10-day timeframe.
Next, CAN-SPAM and other laws like the Dodd-Frank Wall Street Reform and Consumer Protection Act of 2010 require that commercial email messaging be carefully crafted to ensure it does not violate the Unfair, Deceptive, or Abusive Acts and Practices Act (UDAAP).
And, if marketers use third parties or affiliate marketers to promote their offers via email, they must monitor these email messages to ensure they also adhere to all of these laws and guidelines.
Things get even more complex if you look outside of the United States, where laws like the General Data Protection Regulation (GDPR) add even more requirements for marketers.
Is your head starting to spin yet?
Email compliance might seem overwhelming with so many guidelines to keep in mind. But luckily, there are tools available to help marketers keep their email communications compliance-focused to protect their company against any potential violations and damage to their brand.
In this blog, we’ll cover how LashBack monitors and flags content violations in any email that mentions your brand and how OPTIZMO provides compliance support and monitoring after someone opts out of receiving future email communications. These two solutions, in tandem, provide full coverage to help keep your email program compliant throughout the entire compliance lifecycle.
Using LashBack for Email Content Compliance
When working with an email marketing affiliate, it’s essential to diligently monitor the content that they are sending out on your behalf. Your organization is still responsible for the content your affiliates send, even if they change or edit content without your knowledge or permission.
“The law makes clear that even if you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law. Both the company whose product is promoted in the message and the company that sends the message may be held legally responsible.”
With fines exceeding $50,000 per violating email, knowing what your affiliates are sending is imperative.
Using LashBack’s email compliance solutions, marketers can look “downstream” at what their affiliates are sending by utilizing LashBack’s database of millions of real-life emails sent daily from affiliates worldwide. By dipping into this massive pool of information, the LashBack platform can return crucial data on email content sent out on your brand’s behalf.
That data includes information like CAN-SPAM violations (lack of an unsubscribe, lack of physical address, misleading information, etc.) and provides the tools to help with remediation.
This helps keep email affiliates in check and prevents further unwanted changes to approved content, which could lead to compliance issues.
Using OPTIZMO for Opt-Out Compliance
Now that LashBack has your content compliance covered, OPTIZMO makes opt-out and unsubscribe compliance easy.
One of the main provisions of CAN-SPAM revolves around how opt-outs are handled, requiring that all opt-out requests must be honored within ten days. This can be a complex task to track when working with numerous marketing affiliates.
For marketers who utilize email marketing partners and need help managing opt-outs and unsubscribes, OPTIZMO provides suppression list management solutions to solve this daunting problem, automating the entire process.
OPTIZMO collects, stores, and distributes email suppression lists for its clients while automating opt-out preferences, generating unsubscribe links, and actively monitoring for potential compliance issues.
Their technology keeps your suppression lists constantly updated and accessible to your marketing partners. This helps ensure that emails are not sent to anyone who has opted out of communications, preventing potential CAN-SPAM violations and complaints and protecting your brand reputation.
End-to-End Email Compliance
By utilizing LashBack for email content compliance and OPTIZMO for opt-out and unsubscribe compliance, you’ll safeguard your marketing efforts against potential email compliance violations. In tandem, LashBack and OPTIZMO provide a holistic compliance solution, monitoring for any violations and helping ensure your email program stays compliant.