Menlo Park, Calif.—E-mail marketers are doing the bare minimum when it comes to e-mail best practices, except for those required by federal law under the CAN-SPAM Act, according to J.L. Halsey Corp.'s EmailLabs, an e-mail technology company, in its yearly Email Marketing Audit.
The audit, which looked at 203 commercial e-mails, revealed that the inclusion of a working unsubscribe link, required by law, was the only best practice universally adopted.
Of the six market segments audited (travel, publishing, business, retail, consumer and financial services), travel companies had the highest adoption rates of 18 best practices included in the audit, while financial marketers adopted the fewest.
The top three most ignored practices were the inclusion of a subscription or administration link; a site-search function within the e-mail; and the inclusion of a forward-to-a-friend link, according to EmailLabs.