2018 Email Marketing & Unsubscribe Audit

In a continuing series of benchmark reports, Online Trust Alliance (OTA) has initiated the fifth annual Email Marketing & Unsubscribe Audit, assessing the end-to-end user experience from signup through the mailing, unsubscribe process and results. With a focus on both compliance and transparency, OTA researchers have analyzed practices and offer prescriptive advice to help marketers provide consumers with choice and control over when and what messages they receive.

The ultimate goal of this audit is two-fold: one, highlight and drive the adoption of email marketing best practices and, two, provide recognition to marketers who have moved from a compliance mind-set to one of stewardship, putting users first. OTA recommends the adoption of the outlined practices to respect consumers’ preferences. Failure to do so risks organizations’ brand reputation, deliverability and the possibility of regulatory scrutiny. Conversely, putting consumers first is the foundation for growth and long-term vitality.

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