Compliance to Deliverability, is like water to fish. Look after the water and the fish will look after themselves, kind of, as long as you have a good marketing strategy to add to the water treatment.
I’m not here to talk about spam, just to be clear. I’m talking about how you obtain your database of contacts, and how you look after each individual and ultimately respect your fish. By the way I’m not comparing your recipients to fish.
MailChimp, a bulk mail sender for small and medium-size senders is changing its default subscribe method from October 31st from Double-Opt-In to Single-Opt-In. In my opinion, this is not only a bad idea, but also against the evolution in times of GDPR and data security.
The Carnival, the Lung of Earth, and of course football, that’s what comes to mind when we think about Brazil. However the view is slightly different from the inside, and specifically in email marketing.
In less than six month’s time, GDPR will come fully into effect. This should be nothing new to you and if you never heard of GDPR, you should run down to your Legal Department and ask for information. Speaking of Legal, the author of this blog post is no lawyer and everything written here is his own opinion.
What is GDPR?
The General Data Protection Regulation (EU 2016/679) is the new eu-wide data protection law, adopted in 2016, it will come into effect on the 25th of May, 2018. If you are a European company or have customers in Europe, you need to be compliant with GDPR.
What are Spamtraps?
I do not think we need to talk about spamtraps, when you are reading this blog. There are several posts in regards to spamtraps (e.g. this or this). I also think, that we can all agree, that sending mail to spamtraps is bad. They can get your mail blocked or junked, which not just takes time and effort to resolve, but will cost revenue in the process.
Sending mail to spamtraps, especially commercial mail, is illegal in most countries, because you usually do not have consent of the operator of that spamtrap or an active customer relationship.
Spamtraps and transactional mail?
When we talk about transactional mail, we talk about the mails like order and shipping confirmation, online tickets or boarding passes and ToC changes. These mails are cool, aren’t they? And the answer is of course … yes and no. Certainly a clean confirmation mail will not cause a huge blacklisting or at least you can talk to the Provider to resolve that issue faster than normal.
Passwords should be safe – we all know that. But how can we achieve it? My opinion is: Today, there is no way to find a satisfying solution. I will explain why and try to find solutions from user perspective.
How people handle passwords
Which passwords do you use in the internet? Would you consider them to be safe? While talking with people, I get the impression there is mainly three categories, how people deal with that problem:
People, who do not care at all. main goal is to remind the passwords. Often used are passwords like “qwerty”, “123456”, “password” or the name of the pet (or wife/husband). The password is the same on each login page on the internet.
People, who make a science out of it. They use different passwords for each login and choose passwords with maximum security (mixture of letters, capitals, numbers, special characters). Those can only be stored in Password safes, because nobody can remember them anymore. (A password safe is an encrypted piece of software keeping lots of passwords with information of username, URL, etc. Usually you just need to remember one single password to unlock it.)
People using mainly one password, which is hard to guess (like sentences with some replaced characters (e.g. “n0b0Dyc4Nr3aDTh!s”).