Publishers

Publishers also referred to as “Affiliates” and/or “Senders” are organizations which own lists of email addresses and are responsible for sending messages to consumers. Some publishers own there own sending facilities, while others outsource those facilities to Email Service Providers (ESPs).

Organizational Interest

A publisher tries to maximize the amount of revenue which they can make by choosing the campaigns -owned by Advertisers- that generate the most amount of revenue. Publishers must choose which offers have the highest revenue return in order to maximize there organizations earnings.

Compliance Concerns

Publishers are held accountable for the actions of those that they choose to work with but traditionally they have no visibility or control over those parties performance/reputation. The reputations of the IP addresses they use to send mail from often become tarnished and their ability to successfully deliver mail to consumers’ inboxes declines.

• Buying good data
  • Avoid email addresses harvested from suppression files
  • Avoid email addresses being over sold to too many publishers
• Monitor Advertisers unsubscribe reputation to insure IPs retain good deliverability
• Research campaign reputations before sending
• Manage and resolve reputation issues with Advertisers
• Continually monitor the health of their sending IPs (blacklist checks) (link parens to ubl service page)

Monitor Types: IP addresses

Collaborative Compliance Need: Medium

Liability: Full CAN-SPAM Compliance

Solution: UnsubMonitor