Bulk Email Best Practices

This is intended only as a basic outline of what it takes to manage a legitimate bulk e-mail list. Seek expert advice from appropriate companies and consultants for a more complete understanding of the complicated issues of legitimate bulk e-mail. Remember, all bulk e-mail must be opt in, otherwise it is unsolicited. And Unsolicited Bulk E-mail (UBE) is spam!

Address acquisition - Make sure it's Opt In. If the recipient didn't ask for it in the first place, the rest of the list management processes are irrelevant. While various transactions and business relationships can infer permission, if there's any doubt, or for any on-going bulk e-mail relationship, closed-loop Confirmed Opt In (COI) is the gold standard for verifying permission, in use since about 1996.

Truth in advertising - State your policies and the nature of the bulk e-mail at the point of subscription. Tell the subscriber what to expect: how often, how big, what kind, what topics and content, etc. Don't hide information about the subscription on remote pages, behind hyperlinks, or buried in jargon, legalese, and obfuscation.

Identify your company properly in the message itself and in Internet records. Use properly registered domains with working mail and web addresses. Every domain you use should identify your company and lead to a website identifying your company. Don't hide behind ever-changing mazes of domains (snowshoe spamming). Anonymized whois records just shout "hey, I'm trying to hide something!" So does using only an image for your name and address in the mail. Use proper SPF records and DKIM signatures.

Stand behind every message you send saying "we sent that mail and we accept responsibility for sending it." Make your online identity as solid as a brick-and-mortar business.

Keep your list current! Remove unsubscription requests and bounces promptly, as close to real-time as possible, no later than the same day. Mail the list at regular intervals. Unmailed lists provoke high complaint rates when they reactivate, even from truly opt-in addresses. Addresses "churn" over time, that is, they are abandoned or re-used. For most commercial lists, mail at least once per week and remove any address with three sequential bounces.

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