The CAN-SPAM Act of 2003

About six years ago, The CAN-SPAM Act of 2003 put in place some very good guidelines and rules that must be followed by email marketers. One aspect of this act dictates that every email communication must include a link that allows the subscriber to opt-out of future communication. From a mechanics perspective, here is what the act dictates as it relates to Unsubscribe Compliance:

• A visible and operable unsubscribe mechanism is present in all emails.
• Consumer opt-out requests are honored within 10 days.
• Opt-out lists, also known as suppression lists, are used for compliance purposes only.

The Nightmare

This part of the CAN-SPAM Act of 2003 is fairly cut and dried. What is not well defined or mandated in the act is the ease and simplicity of the unsubscribe process. As a result many people click on an unsubscribe or subscription management link, typically found at the bottom of an email, and end up on a website somewhere with about 30 or 40 decisions to make before they can officially unsubscribe. In other instances, the subscriber that wants to opt-out ends up reading an opt-out message that is confusing, worded in a very tricky manner, and because of such ends up actually not being unsubscribed. See the graphic below for a great example of clever wording, trickery, graphics placement, and overall deception practiced during the unsubscribe process. This is one that I personally experienced just a few days ago.

I’d like to point out a couple of things here. First, notice that I had to highlight the text in the second paragraph so that I could actually read it. Mysteriously, the logo is placed behind that text making it hard to read. (Anyone got any thoughts on their motive there? Yeah, me too). Secondly, take a minute and actually read the highlighted paragraph. Is it me, or does it take three to four times reading through it to decipher what action needs to be taken? Notice two other things please. The submit button is placed well above the check box that must be unchecked in order to discontinue getting emails. I’ll point out too that when I experienced this, I was on my MacBook and because of the smaller size, I didn’t even see that checkbox initially because it was below the bottom of the display.

Piss Poor Experience with IDG

In case you haven’t figured it out yet, the email marketer behind this is IDG Connect. Their email content is never SPAM. However, their opt-out/unsubscribe process is ridiculous. It’s always in the best interest of the email marketer to make the unsubscribe process as simple and clean as possible. Here’s how it should work…

1. Click the unsubscribe link at the bottom of the email.
2. You get directed to a nice clean web page that says, “Thank you. You will no longer receive our email communications. If you wish to subscribe again in the future please visit: http://websitename.com.”

Hey, I haven’t ranted in a while. If you’ve got some experiences to share about the unsubscribe process, either positive or negative, please share them in the comments. Oh, and if you work for or are affiliated with IDG, please feel free to engage in the conversation as well. I’d be happy to dialogue with you about it.

With that out of the way, I’ll also tell you that we are BIG, BIG, BIG, on the “Create Once” philosophy; create your content once and then distribute that content in as many ways as possible. In keeping with that philosophy, we’re using the MailChimp RSS Campaigns to Auto-generate a lot of our Email Marketing content. I’ll give you a simple explanation on how it works.

1. MailChimp looks at a feed that we have specified on our blog. It doesn’t pick up the entire blog feed because there is content that we don’t necessarily want to use as an Email.
2. Anytime MailChimp detects new content on that feed, a new email is generated and sent to our subscribers.

This is just one of the many new enhancements that MailChimp has recently rolled out. We like the idea of this better than Google’s Feedburner because of course, we get loads of great metrics along with the MailChimp method.

If this sounds like something that interests you, please make contact with us. We’d be honored to help you make your blogging and email marketing as efficient as possible.