EmailLabs: Marketers comply with CAN-SPAM but lack other e-mail best practices

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Menlo Park, Calif.—E-mail marketers have universally adopted the inclusion of a working unsubscribe link, as mandated by the CAN-SPAM Act, but are not adopting other recommended best practices, according to e-mail marketing technology provider EmailLabs, which released its “2006 Email Marketing Audit” this week.

The study of 203 commercial e-mails audited senders in six market segments: travel, publishing, business, retail, consumer and financial services. EmailLabs analyzed whether the e-mails sent incorporated best practices, such as a design that takes into account the preview pane and blocked images, and whether or not the e-mails included a link to a profile update, a link to a privacy policy and a forward-to-a-friend button, among others. 

The top three most widely ignored practices were including a subscription or administration center, providing a site-search function in the e-mail and including a forward-to-a-friend link. 

Companies in the travel industry had the highest adoption rates of the 18 best practices considered in the audit.  Financial marketers performed the worst of all market segments

The report is available online at
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