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Jun 2018
Brand protection is on the minds of a lot of advertisers and marketers lately. From advertisements showing up alongside objectionable content to fears about influencers dragging their name through the mud (or whatever messy challenge is making the rounds among YouTubers that week), brands want safety. But email is a pretty safe communication channel for brands, right? It can be, as long as you take the right steps to secure your brand reputation. While affiliate email marketing can bring big returns, it can also introduce safety and security concerns. Fortunately, there are ways to navigate these challenges without hurting your brand. Let’s take a look at a few ways email marketers can reap the benefits of email while protecting their hard-earned brand reputation.

Keep an eye on your CAN-SPAM compliance.

When there are a million other things to consider in an email marketing program, staying CAN-SPAM compliant isn’t always at the top of marketers’ minds. But complacency can be costly. At best, sending email to opt-outs will give prospects a negative perception of your brand; at worst, each email can cost you thousands of dollars. When you’re sending millions of emails, those fines can add up. It’s important to have a system in place to manage opt-outs. That way, you keep your customers happy, and you honor your unsubscribes well within the 10 days mandated by the CAN-SPAM Act.

Monitor your email partners for optimal brand protection.

If you’re emailing with partners, odds are, you spend time carefully choosing your affiliates or co-marketing partners. But even the most meticulously vetted partners can go rogue. Email partners who abuse your email list can upset customers, leading to email unsubscribes and lost business. To make sure partners don’t scare off your subscribers, it’s important to have brand protection tools, such as partner monitoring, in place. Solutions like UnsubCentral give email marketers the tools they need to keep an eye on their email partners. By tracking how often partners download suppression lists and watching how many unsubscribes these partners generate, you can keep your brand from falling prey to a bad influence.

Secure your suppression list data.

Speaking of suppression lists, sharing suppression list data with your partners can bring security concerns into your email program if not done correctly. You must make sure all email partners can scrub their lists against suppression files, but sharing raw email data gives emailers access to a slew of nonmailable data. No brand wants to be synonymous with security issues—especially when data breaches have dominated the news lately—which means you need a way to share this data securely. With a global suppression list management solution, you can house email data in a centralized location without having to give partners access to nonmailable email addresses. When your email data is secure, your email list is happy.

Use suppression lists to send smarter email campaigns.

Finally, suppression lists don’t have to be all about compliance. They can help you be a better email marketer to your list. By using suppression lists to exclude certain segments of your list, you can help make sure that your email communication isn’t turning off your current customers or other parts of your email audience. For example, if a customer receives an email notifying them of a special offer for new customers, that customer might get a little annoyed at paying a higher rate than incoming customers. Instead of sending an email that will annoy current customers, you can use suppression lists to exclude customers from certain affiliate email campaigns.
About UnsubCentral
UnsubCentral offers the industry’s leading solution for email compliance and opt-out list management. UnsubCentral provides advertisers, agencies, and networks with the necessary tools to comply with the CAN-SPAM Act by allowing them to securely manage opt-out and customer lists across third party partners.
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Jun 2018

On May 31, 2018 the CA Assembly voted in favor of AB 2546.  This bill expands the provisions of California Business and Professions Code 17529.5 (commonly known as CA’s anti-spam law) by, among other things, expanding the law to allow private suits not just on the header information in commercial emails but also the body of the emails, expanding the definitions so that the law would apply to charitable, religious and political email advertisements, and unless you can prove you have some other legit business purpose – it also will prohibit the use of multiple domain names to send commercial emails, prohibit the use of registered dbas as from lines and prohibit hidden and nonsensical text for the purpose of breaking spam filters. Under the revised law mailers and networks will be liable (not just advertisers) and arguably ESPs, ISPs, colocation facilities and software platforms are directly liable too if they know their services are being used to send unsolicited commercial email. If this becomes law the amount of claims and lawsuits against large reputable companies that are involved in commercial emailing will increase and the provisions of this law will make it more difficult to send commercial emails to or from CA.

Now that this bill has passed the Assembly it will move on to the Senate for consideration during June and July with a deadline of August 31st for the Senate to pass this bill. Madrivo, along with a number of other great businesses in the industry, have just joined the Internet Business Coalition which will be opposing this bill as it makes its way through the Senate.

With GDPR and other new Web regulations, Email Advertising (the legitimate compliant kind) is not only the most cost effective media channel, it’s now also the most reliable one. The restrictions in the bill will make it very challenging for honest companies trying to advertise their products and services via email. Action is required. 

Oppose this bill? If you are in CA contact your local senator’s office today and tell them to oppose AB 2546 – contacting is simple through your local representative’s website. If you are interested in doing more to oppose this bill please contact your Madrivo representative.

JFK once said “There are risks and costs to action. But they are far less than the long range risks of comfortable inaction.”

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Jun 2018
Unless you were on a remote island without Wifi last week (and we hope you were) you know that the GDRP went into effect May 25, 2018 because you received a last minute flurry of privacy notices, new terms, pop-ups, popovers and were asked to give consent to cookies about a million times.  Madrivo did not require its publishers to sign new terms as our current terms already require compliance with all applicable laws and “all” naturally includes the GDRP (along with all other laws).  Madrivo does not currently provide any advertising to the EU or accept traffic from consumers in the EU so the GDRP has minimal effect on Madrivo’s operations.  If you are running EU traffic elsewhere though we encourage you to familiarize yourself with the requirements of the GDPR as it significantly changes the way that businesses that control or process personal data of EU consumers operate and specifically affects online advertising. As always if you have questions about compliance please reach out to your affiliate manager as we are always happy to help our publishers remain in full compliance with all laws. Have questions? Make sure to check out our blog 3 Reliable sources to answer your questions about GDPR.
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About us

Madrivo empowers advertisers to effectively grow brands online and enables publishers to optimize online media and to leverage customer acquisition channels.

In the constantly evolving and incredibly fast-paced digital era, Madrivo is an integrated online marketing agency that develops efficient marketing solutions, unifies customer acquisition strategies, and develops tactics to successfully move traditional operations to the Internet. The team at Madrivo guides companies, large and small, globally, to establish the most cost effective online presence.

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