Ensuring Your Email Newsletters Get Delivered

ARTICLE SNIPPET - The CAN-SPAM Act, although simple in concept, can be very difficult to maintain in practice. The basic problem is control of your lists. Most publishers do not have their list under any form of centralized control. Any number of departments can have copies of lists and may be conducting mailings. Opt-out information is not shared from department to department. Another area of non-compliance can occur via the relationship between your circulation system and your email-deployment system. Often, publishers will use a print-subscription order to obtain email permission. This permission is stored in the fulfillment database and communicated to the email database. If an opt-out request is not communicated back to the fulfillment database, it is very easy to add the subscriber back into a new list.

A second problem is list propagation. This is where a publisher continually creates new lists. It becomes impossible for someone to opt out, because they are always being placed onto a new list.

To avoid this problem, you must centralize your emailing, coordinate the lists that are being managed and control the mailing process.

In an effort to control the misuse of email, ISPs and corporate IT departments have implemented spam filters to block unwanted email. Most people appreciate this service, but if you're a publisher who delivers paid newsletters through email, spam filters could ruin your business. Learn how to ensure email deliverability.

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