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CSA 2020 Summit: Clean and updated mailing lists in compliance with the GDPR for a good deliverability and reputation
February 2020 by CSA 2020 Summit
Email marketing could be so easy: you write an email, press "Send" and the email goes straight to the recipient’s inbox. Ideally, the email is read because it is relevant and interesting, and the recipient becomes a customer. But unfortunately, it’s not that easy. The expectation of senders that every email sent ends up where it should does not correspond to reality. There are also certain expectations on the part of recipients who only want to receive e-mails with relevant and interesting content that is addressed to them personally. And, of course, they do not want to receive e-mails that damage their computer or that have been sent with fraudulent intent. Again, expectation and reality are very far apart.
The gap between what is desired and what actually happens is partly due to the fact that many different parties are involved in sending and delivering an e-mail, from the sender to the e-mail service provider (ESP) to the recipient. All parties involved have different needs and intentions.
Let’s start with the sender. In the case of commercial e-mails, this is usually a brand, for example a fashion brand. On the one hand, the sender wants to reach as many recipients and thus potential customers as possible with his advertising e-mails. He naturally also wants to trigger customer action with his e-mails, in the best case even a purchase decision, and furthermore to protect the good reputation of his brand. On the other hand, we have the recipient. He is not very interested in mass mailings, but wants to be informed about the products he is interested in and is happy to receive an individual and personal e-mail.
And then there are the ESPs (e-mail service providers), who take care of sending e-mails for the brand and ensure that as many e-mails as possible reach their recipients. Finally, between the sender or his ESP and the recipient, there is the ISP, which makes the messaging services available to the recipient. It is in their interest to effectively protect their customers/users against spam and phishing. And mailbox providers are strict when it comes to letting e-mails into the mailboxes of their users: does the sender have a good reputation? Has the sender clearly authenticated himself? Does the recipient want to receive e-mails from the sender? In order to meet the expectations of the mailbox providers, ESPs also depend on brand support, as its address list is the basis for the sending. Clean and up-to-date mailing lists are an essential prerequisite for good e-mail distribution and a good brand reputation. And ESPs are also keen to maintain their good reputation and to be regarded as reliable senders by mailbox providers.
Therefore, e-mail has already overcome a number of obstacles before it reaches the recipient’s mailbox. This does not mean that it will be read. An e-mail should be developed in such a way that the recipient feels personally addressed and informed in an appropriate manner; in other words, that his expectations are met and ideally even exceeded.
Conclusion: e-mail marketing is not about distributing advertising e-mails as widely as possible. In order for an e-mail to reach its recipient and fulfill its purpose, all actors in e-mail communication must act in accordance with the GDPR, know each other’s expectations and act accordingly. If all these criteria are taken into account, the customer is happy to receive interesting information by e-mail, the sender is happy to see click rates increase and the gap between expectations and reality is reduced. At the CSA 2020 Summit dedicated to the world of e-mail and security in e-mail marketing, which will take place on 22-24 April, the focus will be on how to close this gap and how marketers can safely take advantage of it. It will also showcase innovative technologies that will make the e-mail of the future even more powerful. International speakers from brands, ESP and mailbox providers, including Verizon Media, Google, 1&1, Salesforce, dotdigital, MAPP Digital, change.org, Josef Witt GmbH, and rabbit eMarketing GmbH will explain solution approaches from their perspective in their presentations. Legal and technical aspects are intensively dealt with in workshops. All lectures and workshops will be held in English.
For more information on the CSA 2020 Summit you can visit: https://summit.certified-senders.org/
You can register directly for the Summit by clicking on this link: https://summit.certified-senders.org/registration
