The Enterprise Email Marketing whitepaper that ExactTarget first produced back in early 2004, soon after the United States CAN-SPAM Act became law focused on enterprise compliance and control of email. It armed marketers with information on best practices regarding CAN-SPAM as well as brand protection and deliverability effectiveness…not just for marketing emails, but division by division, subsidiary by subsidiary across an entire company.
CAN-SPAM made us all sit up in our seats and take notice of the array of different silos from which our organizations send email. Some questions many organizations posed at the time were: Are all of our divisions compliant with CAN-SPAM and other international email laws? How do we manage unsubscribe requests in each silo, and how do we process them in 10 business days? How do we protect our brand image and ensure we don’t spam people and destroy our deliverability reputation?
In 2009 those are still relevant and good housekeeping questions; questions that are especially important for the privacy officers and CMO’s of larger organizations to ask themselves, and to know the answers.
I’ve seen a number of recent articles citing the fact that many companies still struggle with the basics of email, and old email myths persist – especially at the C-level. This causes friction between the best practices that the privacy and email marketing manager want to pursue, and those that the business development executives believe are necessary, or standard business practices. For some reason, with regards to email, I’ve heard a number of those who rely on old media thinking say things like, “others send unsolicited email and it makes it to my inbox, so why shouldn’t I.” There is this impression that since it is “done” that it is acceptable. Legitimate brands can’t rely on spam to get it done. It won’t. In fact, it will work against them.
Friction with executives and ignorance of laws and best practices among the rank and file is why our whitepaper from 2004 is still relevant. Enterprise compliance and control is a real need. Big companies need the freedom to deploy email to ten, one-hundred or one-thousand divisions while ensuring their brands are protected from the fall-out of a just one division sending unsolicited email or from running afoul of CAN-SPAM by sending to an unsubscribed email address. Our Enterprise edition helps administrators and privacy officers breathe easier by providing a solution to these problems.
CAN-SPAM made us all sit up in our seats and take notice of the array of different silos from which our organizations send email. Some questions many organizations posed at the time were: Are all of our divisions compliant with CAN-SPAM and other international email laws? How do we manage unsubscribe requests in each silo, and how do we process them in 10 business days? How do we protect our brand image and ensure we don’t spam people and destroy our deliverability reputation?
In 2009 those are still relevant and good housekeeping questions; questions that are especially important for the privacy officers and CMO’s of larger organizations to ask themselves, and to know the answers.
I’ve seen a number of recent articles citing the fact that many companies still struggle with the basics of email, and old email myths persist – especially at the C-level. This causes friction between the best practices that the privacy and email marketing manager want to pursue, and those that the business development executives believe are necessary, or standard business practices. For some reason, with regards to email, I’ve heard a number of those who rely on old media thinking say things like, “others send unsolicited email and it makes it to my inbox, so why shouldn’t I.” There is this impression that since it is “done” that it is acceptable. Legitimate brands can’t rely on spam to get it done. It won’t. In fact, it will work against them.
Friction with executives and ignorance of laws and best practices among the rank and file is why our whitepaper from 2004 is still relevant. Enterprise compliance and control is a real need. Big companies need the freedom to deploy email to ten, one-hundred or one-thousand divisions while ensuring their brands are protected from the fall-out of a just one division sending unsolicited email or from running afoul of CAN-SPAM by sending to an unsubscribed email address. Our Enterprise edition helps administrators and privacy officers breathe easier by providing a solution to these problems.
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