Ten CAN-SPAM Guidelines

Guidelines offered by LashBack are general CAN-SPAM checks. All parties are encouraged to talk directly with sending partners to develop clear expectations for compliance that relates directly to their circumstance and interpretation of the CAN-SPAM Act. Best practices in this area include consulting an attorney and many companies are hiring CAN-SPAM specific compliance officers, who LashBack supports.

LashBack breaks compliance down into three areas: unsubscribe, content, sending and data and we check for three major points under each type of compliance based on industry defining guidelines. LashBack works with each client to ensure agreement on expectations for compliancy and definitions of the nine major compliance guidelines.

Unsubscribe Compliance: UnsubMonitor Link

1. Visible and Operating Unsubscribe Option
2. Failure to Unsubscribe or Failure to Honor
3. Suppression List Abuse

LashBack most often sees Unsubscribe Compliance issues, which decrease reputation scores and thus deliverability. LashBack is known as the “Unsubscribe Authority” and our team are recognized experts on unsubscribe process and mechanisms. LashBack currently monitors over 300,000 mechanisms and has cataloged over two hundred unique unsubscribe processes. LashBack is the only company that can let you know when you have certain types of unsubscribe compliance issues, because we are the only company that is always watching the unsubscribe process from the consumer’s perspective.

Content Compliance: CAN-SPAM Monitor Link

4. No Postal Address Provided
5. Relevant ‘Subject’ Line
6. Accurate ‘From’ Line

LashBack advises that content compliance is synonymous with best practices for increasing open rates and conversions. We can verify your offers are being sent with only the content- from and subject lines- that you authorize for best performance and brand policy compliance.

Compliance is more than following the law, but is the foundation and in some cases the very definition of best practices in email marketing.

Sending and Data Compliance: CAN-SPAM Monitor Link

7. Forged Email Headers
8. Send Through Open Relay
9. Send to Harvested Email / Dictionary Attack

The FTC’s CAN-SPAM defines sending compliance as its most serious regulations to follow. In fact, Congress authorized the FTC to bring in the Department of Justice for criminal investigations as many sending compliance issues relate back to major cases of fraud.

The FTC is concerned with knowing who sent an email and when steps are taken to hide identity through forging headers or sending through a series of open relays, penalties move from economic fines for technical violations to investigations of possible criminal activity either directly or indirectly related to the emails in question.

Custom Compliance: Internal Corporate Guidelines and Best Practices

The 10th Guideline of compliance is about customization. LashBack clients can implement additional custom controls which go beyond CAN-SPAM requirements in order to insure their own corporate policies and procedures are enforced. Examples of such custom services can include but are not limited to the following:

Use of Approved Subject Lines
Frequency Caps for Sending
Volume Monitoring
Email Brand Monitoring
Relationship Mapping
Co-registration Email Propagation