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From YouTube: OTA 2017 Unsubscribe Audit Webinar
Description
The Online Trust Alliance is a non-profit with the mission to enhance online trust, empower users, and promote the innovation and vitality of the Internet. Visit: https://otalliance.org
A
Hi
welcome
to
the
webinar
is
your
email,
marketing,
trustworthy,
best
practices
and
findings
from
auditing
the
top
200
retailers?
This
is
a
result
of
the
4th
annual
report
audit
that
we've
done
for
OTA.
My
name
is
Jeff
Wilber
I'm,
director
of
the
online
trust
Alliance
initiative
at
Internet,
Society
and
with
me
today
are
two
experts
in
email,
marketing
and
and
all
the
components
that
make
it
up.
A
Sam
Silberman
he's
the
director
of
standards
and
Industry
Relations
at
Constant
Contact,
also
a
board
member
of
MOG
and
very
active
in
the
email
community
and
sal
Trippi,
a
vp
of
digital
operations
and
compliance
at
Publishers,
Clearing,
House
and
Sal
has
been
involved
in
email
marketing
for
much
of
his
career
and
has
a
lot
of
background
and
expertise
here.
So
welcome
you
guys
glad
you
could
be
part
of
this
today,
just
to
give
a
quick
overview
of
what
we're
doing
today.
A
This
is
our
fourth
annual
audit,
as
I
mentioned,
the
best
practices
for
this
abdomen
developed
over
the
years
using
a
multi
stakeholder
input,
and
we
expanded
the
audit
this
year
to
look
with
more
granularity
at
all.
The
steps
from
sign
up
through
mailing
through
our
unsubscribed
and
then
did
you
honor
the
unsubscribe
every
year
we
look
at
the
criteria
and
refine
them
if
necessary,
or
in
this
case
we
added
two
new
criteria
this
year,
which
we'll
talk
about
as
we
go
along
and
just
at
a
high
level.
A
The
methodology
that
we
follow
is
we
get
a
list
of
the
top
online
retailers
from
internet
retailer
magazine.
That's
part
of
our
annual
online
trust
audit,
where
we
look
at
actually
the
top
500
retailers.
We
go
down
the
list
and
we
sign
up
for
the
marketing
emails
from
them.
There
are
some
that
we
can't
do
because
they
require
money
up
front
or
you
have
to
be,
for
instance,
a
military
veteran
to
be
able
to
sign
up
that
kind
of
thing.
A
We
signed
up
in
March
as
part
of
our
effort
for
the
online
trust
audit
and
then
let
it
sit
for
a
while
started
unsubscribing
in
August.
If
we
saw
that
there
was
no
response
or
something
odd,
we
may
have
signed
up
again
during
that
probably
did
some
signups
in
May
and
we
did
some
more
actually
in
August,
and
so
then
we
kind
of
let
it
cook
for
a
while
and
then
and
subscribe
and
monitor
that
and
the
last
unsubscribes
we
did
were
in
the
mid
November
timeframe.
A
So
what
are
we
trying
to
accomplish
here
if
you've
been
around
OTA
for
any
time?
You
know
that
one
of
our
mantras
is
to
move
beyond
compliance
to
stewardship.
So
this
isn't
about.
Did
you
clear
the
minimum
bar
which
would
actually
just
qualify
you
if
you
didn't
from
this
best
of
class
status,
but
ultimately
we're
trying
to
get
the
stewardship?
Are
you
doing
the
right
things
to
give
consumers
choice
and
control
and
honoring
the
unsubscribes?
Ultimately,
this
improves
your
level
of
engagement
with
subscribers.
A
We
believe
and
as
I
mentioned
every
year,
we
kind
of
look
at
where
the
bar
should
be,
and
ultimately
it
ends
up
getting
higher
and
higher
every
year,
but
we
see
that
marketers.
In
this
case
retailers
tend
to
achieve
at
or
above
previous
year's
levels
almost
every
year.
So
let's
start
we're
gonna
kind
of
go
through
this
chronologically.
What
did
we
see
in
signup?
What
did
we
see
in
the
mail
itself?
What
did
we
see
as
we
unsubscribe
and
then
what
did
we
see
following
the
unsubscribe?
A
So
we're
going
to
kind
of
take
this
in
sections
on
the
front
end
the
signup
practices?
These
are
not
scored.
These
are
really
more
observations,
but
it's
interesting
to
see
kind
of
what
the
norms
are.
So
we
have
a
couple
years
of
data
here
last
year
was
the
first.
We
looked
at
this
part
of
the
process
and
captured
data
on
it.
You'll
see
in
the
unsubscribe
side
of
things.
We
now
have
four
years
of
data
to
compare
so
on
the
front
end.
A
Where
was
the
signup
placed
on
the
page?
97%
is
on
the
homepage,
so
there's
over
3%,
you
had
to
dig
a
little
bit
to
find
it.
We
kind
of
did
a
high
level
assessment
with
remember
we're
going
to
these
sites
to
say:
can
we
find
the
subscribe,
because
that
was
our
intention
is
to
subscribe?
Only
85%
were
easy
to
find,
which
is
there's
15%
that
made
it
hard
to
find
in
one
form
or
another,
the
most
common
way
of
presenting
it
is
at
the
middle
or
bottom
of
the
page.
A
There's
an
open
box
that
says
enter
email
address
and
next
to
it,
it
says,
sign
up
for
our
promotions
or
something
of
that
nature,
and
especially,
if
you're
doing
this
over
and
over
again,
you
tend
to
start
to
see
the
patterns,
and
that
was
the
most
common
presentation.
There
were
others,
but
again
15
percent
were
hard
to
find,
even
with
the
intention
of
subscribing
many
of
the
sites
after
you
hit,
the
homepage
would
pop
up
an
invitation
say:
hey
sign
up
for
our
email
here
are
some
benefits
of
doing
that.
A
That
was
true
this
year
and
thirty-one
percent
last
year
was
a
little
bit
higher,
but
it's
very
similar.
Many
of
them
also
offered
a
promotion
to
sign
up
for
free
shipping
on
your
first
order
or
justcan't
on
your
first
order
again
that
was
down
slightly
from
last
year
and
then,
ultimately,
as
we
signed
up,
we
want
to
know
that
it
was
heard
by
that
site
and
97
percent
of
the
sites
actually
gave
us
a
confirmation
on
the
screen.
Thank
you
for
subscribing.
It
might
have
been
a
page.
A
It
might
have
been
just
a
an
addition
to
the
the
page
itself.
Some
extra
text
that's
up
a
good
amount
from
last
year,
which
is
it,
which
is
great
we'd
like
to
see
that
at
a
hundred
percent.
When
you
sign
up-
and
you
don't
get
any
kind
of
confirmation-
you
don't
know
whether
you've
actually
signed
up
just
miss
you
on
the
data
entry
side,
one
of
the
high-level
observations
this
year
is
that
much
less
data
entry
required.
A
A
Now,
that's
obviously
business
model
oriented,
but
it's
only
about
half
of
what
we
saw
last
year
and
the
list
only
changed
by
about
ten
percent
between
last
year
and
this
year,
in
terms
of
who
the
top
200
were
so
Sal
and
Sam
I
know
you
guys
have
some
impressions
on
just
this
kind
of
front
end
of
the
process.
Maybe
you
can
point
out
some
things
that
you
think
are
important
or
that
marketers
often
overlook
in
in
this
part
sure.
B
B
A
One
of
the
things
that
they're
very
clear
about
is,
as
cell
said,
setting
those
expectations
up
front
and
if
you're
signing
up
for
one
thing,
and
then
you
ultimately
use
that
email
address
too
for
some
other
purpose,
then
you
have
violated
gdpr
and
the
the
fines
are
huge
up
to
four
percent
of
your
revenue,
your
worldwide
revenue
or
20
million
euros.
I
think
it
is
so
you
need
to
be
careful
if
you've
got
to
either
EU
citizens
or
or
people
in
the
EU
itself
on
your
subscription
list.
A
C
I
got
really
except
I,
wanted
to
thank
okay,
Internet
Society
for
inviting
me
for
the
webinar,
I,
agree,
I
think
that
was
previously
said
and
and
we
consul
contact
we
help.
Small
businesses
is
versatile
bars
for
marketers,
and
it's
really
important
for
these
small
businesses
to
understand
when
they
try
to
acquire
address
just
through
their
site
of
pages,
that
they
clearly
indicate
what
they
want
to
use
them
for.
So
I
couldn't
agree
with
the
previous
comments
for
great.
A
Yeah
and
I'll
be
asking
you
along
the
way,
kind
of
compare
and
contrast,
but
you
see
in
the
small
business
world
with
constant
contact
with
with
what
we
see
in
these
top
200
retailers,
which
would
be
you
know
near
the
tip
of
the
pyramid.
I
would
imagine
so.
Another
thing
we
looked
at
here
is
validating
the
subscription.
So
there
are
a
couple
ways
that
can
be
done.
A
So
this
is
the
idea
that
you
sign
up,
and
the
first
thing
you
get
is
an
email
from
that
retail
or
saying.
Please
click
this
link
to
confirm
your
subscription.
Only
two-and-a-half
percent
of
the
retailer's
did
that
this
year
and
you
can
see
it's
been
kind
of
on
a
geometric
to
call
in
the
last
few
years.
A
So
do
you
guys
have
any
impression
of
why
that
might
be
declining
or
what
the
trade-offs
are
on
use
of
confirmed,
opt-in,
I
know,
there's
kind
of
a
debate
in
the
marketing
community
of
whether
it's
a
good
thing,
because
it
can,
it
can
actually
slow
down
the
process
and
create
extra
friction
where
those
confirmation
messages
get
lost
in
a
junk
mail
box
or
something
and
therefore
you
lose
your
subscribers
so
Sal.
What's
your
experience
with
this
sure.
B
I
think
I'm
not
I,
don't
personally
believe
it's
a
decline
in
marketers
desire
to
make
sure
they
have
confirmed
up
ends
and
people
are
really
subscribing.
I
think
what
we're
witnessing
is
an
improvement
in
other
technologies
out
there
that
help
you
validate
a
registration
is
good
at
the
point
of
registration.
B
You
know
there
are
third-party
tools
out
there
that
allow
you
to
monitor
the
incoming
IPS
to
validate
the
email
addresses
real
to
validate
that
it's
not
a
script,
that's
doing
it,
but
actual
true,
a
real,
individual
and
I
think,
as
those
tools
are
becoming
more
and
more
mainstream
and
more
and
more
companies
are
using
those
types
of
tools.
We
see
a
decline
in
things
like
better
requiring
capture
where
you
have
to
enter.
You
know
the
symbol
to
validate
you're,
a
human
being
and
anytime
you
can
remove
a
barrier
from
your
consumers.
A
That's
a
great
point
and
that's
probably
why
we
saw
a
drop
in
the
requirement
to
re-enter
your
email
address
as
well.
If
I,
if
there's
technology
on
the
back
end,
that's
able
to
verify
it
in
real
time,
then
that's
less
of
a
requirement
and
it's
correct
less
of
a
barrier
for
signups.
That's
that's
great
input.
A
Moving
on
to
what
happened
after
we
signed
up,
we
had
we
kind
of
looked
at.
Did
we
get
a
welcome
message
in
this
case?
We
use
the
word
confirmation,
so
it's
different
than
the
confirmed
opt-in,
just
kind
of
a
welcome
message
and
then
did
we
get
the
newsletters
or
promotions,
or
did
we
get
both
and
clearly
that
by
far
most
of
the
retailers
do
both
they
give
you
some
kind
of
confirmation
of
a
welcome
message.
Thanks
for
joining
it
might
have
an
offer
in
it.
A
In
fact,
48
percent
had
an
offer
in
them
to
engage
immediately.
18
percent
only
started
just
sending
the
promotions
or
newsletters
they
didn't
say,
welcome.
They
just
started
up
with
the
stream
that
they're
sending
and
then
we
had
three
and
a
half
percent
that
only
sent
a
confirmation
or
a
welcome
message,
but
then
never
sent
anything
else.
So
that
seems
like
it's
a
broken
thing,
because
if
someone
signs
up,
you
would
they're
they're,
expecting
some
content,
so
Sam
and
and
so
I
think
you
both
had
a
comment
on
that
little
slice
of
the
pie
there.
B
Sure
mean
that
could
be
caused
by
a
variety
of
reasons.
One
either
marketers
are
doing
dry
testing
trying
to
test
their
their
consumers
after
a
desire
for
their
email
or
it
could
be.
You
know
they
didn't,
have
any
content
to
provide.
You
know
they're
doing
targeted
content
so
part
of
the
registration
processes
and
browse
through
they
would
not
get
him
fall
intended
at
targeting
segments.
My
gut
feel
is
more
the
earlier.
You
know
doing
some
dry
testing
trying
to
see
if
there's
a
desire
for
their
email.
C
And
from
a
small
business
marketing
perspective,
there
are
many
customers
do
they
they
go
through
this
set
up
and
they
collect
addresses
and
they
don't.
They
haven't,
got
around
to
figure
out
what
content
they
want
to
market
to
their
customers
and
enough
time
passes
when
they,
when
they
get
around
to
sending
their
first
set
of
campaigns
the
market
to
their
customers.
It's
enough
times
past
that
people
don't
even
realize
they
signed
up,
and
that's
it's
been
ongoing.
C
A
Exactly
we
did
see
if
you
may
have
run
into
some
of
what
you
guys
just
talked
about,
because
we
did
see
a
few
examples
and
we
just
didn't
kind
of
surface
the
data
where
we
signed
up,
and
it
was
maybe
weeks
or
more
than
a
month
later.
We
finally
did
get
some
content,
so
they
would
have
fallen
into
that
big.
Seventy
five
percent
slice
or
yeah,
because
they
would
have
received
a
confirmation.
A
But
it
was
you
know,
questioning
why
such
a
gap,
because
obviously,
if
you
have
a
monthly
newsletter
or
that
might
be
on
a
certain
cadence,
but
it
seems
that
maybe
they
finally
decided
we
fit
into
a
profile
or
or
whatever
the
case
so
great
input
there.
One
of
the
things
we
did
monitor
was
the
cadence
and
of
course
this
is
going
to
vary
widely
by
business
models,
and
the
other
thing
to
know
is
we
intentionally
set.
A
We
use
Gmail
accounts
to
do
this
testing
and
we
intentionally
set
them
not
to
show
images
which
is
a
way
that
a
marketer
would
know
that
you
had
engaged
with
their
email.
So,
as
far
as
they
were
concerned,
we
were
a
completely
unengaged
subscriber,
so
no
matter
how
many
emails
we
they
had
sent,
they
wouldn't
have
known
that
we
opened
them
at
all,
so
cadence
varied
from
many
a
day
kind
of
the
daily
deals
type
sites
to
one
a
month,
mostly
a
newsletters
sort
of
thing.
A
We
saw
some
interesting
things,
though,
and
we've
started
measuring
this
last
year,
so
it's
a
quarter
of
them
roughly
scaled
back,
their
cadence
automatically
as
they
saw
we
were
and
engaged
they
might
have
started
at
daily
or
every
other
day,
and
then
they
backed
off
to
maybe
once
a
week
and
then
they
backed
off
to
maybe
once
a
month
only
10%
of
the
retailer's
did
that
last
year.
So
we
saw
a
big
jump
up
in
the
cadence
scaling
kind
of
automatically.
A
On
the
other
end
of
the
spectrum,
we
saw
19
percent
just
stopped
sending
they
hadn't
ever
seen
us
engaged
with
an
email,
some
stopped
very
quickly
four
days.
It
didn't
give
us
much
time
to
to
reply.
Some
waited
four
months.
A
hundred
and
twenty
days
the
average
was
about
two
months,
but
we
saw
a
drop
from
last
year
and
how
many
stopped
sending
it
almost
seems
like
there's
a
balancing
act
here,
a
shifting
where,
instead
of
just
stopping
all
together,
maybe
it's
better
to
adjust
the
cadence
and
dial
it
back.
A
B
A
So
so
you
run
the
risk
if
there
someone
is
unengaged
you're
running
the
risk
of
actually
downgrading
your
deliverability
and
maybe
even
raising
your
spam
score
or
whatever.
If
you,
if
you're,
hitting
manage
match,
yes,
yeah,
absolutely,
okay,
absolutely
great,
so
that
would
probably
explain
this
kind
of
combination
of
scaling
back
and
stopping
altogether.
A
So
we're
gonna
continue
to
monitor
this.
Then
the
next
thing
we
looked
at
in
the
in
the
mail,
the
mail
itself
was,
you
know,
authentication,
and
this
goes
to
the
trustworthiness
overall.
It's
kind
of
like
can
I
trust
that
you're
gonna
honor.
My
my
wishes,
mr.
marketer,
but
also
can
I
trust
that
this
email
really
is
from
you.
And
if,
if
people
are
using
email
authentication
properly,
it
makes
it
very
difficult
for
others
to
pretend
to
be
you
using
your
domains.
So
the
two
primary
authentication
methods
are
SPF
and
DKIM.
A
Demark
is
a
technology
that
allows
a
sender
to
tell
the
receiver
whether
to
what
what
to
do
with
a
mail
that
fails
authentication,
so
they
can
tell
them
to
put
it
in
a
cool
tene
and
like
a
junk
folder
or
reject
it
all
together,
and
they
can
also
get
feedback
on
what
how
their
authentication
is
doing.
If
you
might
be
pretending
to
be
them
so
we're
seeing
nice
growth
in
each,
in
fact,
we're
approaching
a
hundred
percent
on
the
main
authentication
methods.
A
Most
of
this
email
for
large
retailers
is
sent
through
third-party
email
service
providers,
so
this
is
really
dependent
on
their
platforms
or
in
the
small
business
case
like
Constant
Contact.
It
would
be.
You
know
what
Sam
is
doing,
making
sure
that
that
there's
authentication
available
for
those
for
those
smaller
businesses
and
then
opportunistic
TLS
encrypts
the
messages
between
mail
servers,
so
it
prevents
eavesdropping
and
the
biggest
jump
we
saw
this
year.
C
I
mean
one
of
the
things
about
some
of
these
smaller
businesses.
They
don't
have
a
technical
staff
and
when
they
set
up
these
accounts
a
lot
of
times,
they
either
outsource
it
to
a
small.
You
know
consultant
or
it's
their
kids.
They
literally
call
their
kids
up.
You
set
this
up
for
me,
and
so,
when
you
have
you
know
some
of
these
more
complicated
email
authentication
systems
like
Demark.
C
They
they
they
just,
don't
really
engage
it.
They
it's
not
something
that
they.
You
know
that
is
on
their
radar
so
and
in
order
to
you
know,
do
have
publish
your
own
become
key
versus
one
that
we
publish
for
them.
You
know
it's
a
challenge
they
have
to.
Someone
has
to
set
up
DNS
and
change
things
around
and
engaging
these
small
businesses
to
get
them
to
do.
It
is
a
challenge,
so
we
don't
see
big
adoption
in
Demark
with
our
small
businesses,
yeah.
C
A
A
Great,
so
moving
on
to
the
actual
scored
best
practices,
so
I'm
not
going
to
read
through
all
these
but
wanted
to
just
kind
of
show
this
in
context
of
the
flow.
So
the
first
four
are
things
we
look
for
in
the
message.
Can
you
find
the
link?
Did
you
use
terminology,
that's
easy
to
understand.
Is
there
a
semi-coma,
unsubscribe
header
and
the
message
we
can
present
a
link,
a
nice
link
or
a
button
in
some
of
the
email
clients?
A
A
But
this
is
the
idea
that
I
subscribed
using
a
certain
address
and
when
I
choose
to
unsubscribe,
do
you
automatically
put
that
in
the
or
at
least
show
me
on
the
page
what
it
is
or
do
I
have
to
remember,
and
it's
that
sounds
trivial,
except
that
a
lot
of
people
merge
everything
into
one
mailbox
like
multiple
addresses,
and
so
maybe
you
don't
remember
which
address
that
was
generated
from
and
then
burr
11
is
encrypting
the
session
for
the
unsubscribe
page.
That's
the
other
new
one.
A
So
this
is
the
idea
that
when
I
click
unsubscribe
usually
I
get
a
page
that
pops
up
and
is
it
using
HTTPS
because
I
think
I'm
exchanging
at
a
minimum.
My
email
address
and
maybe
more
in
that
interaction
and
we'd
like
to
see
that
be
encrypted.
So
that
was
a
new
criteria
at
it
as
well.
Then
we
look
at.
Did
you?
How
are
you
honoring
the
quest,
the
requests?
A
Do
you
remove
it
immediately
or
take
your
time
and
then
ultimately,
are
you
complying
and
then
the
other
factor
there
is
the
the
first
bullet
under
additional
factors
is
DS
and
an
unsubscribe
confirmation
email
like
we
confirm
that
you
have
unsubscribed.
This
is
considered
a
bad
practice
depending
on
what
exactly
is
in
the
message.
It
could
be
a
compliance
problem.
A
Most
of
what
we
saw
this
year
were
not
compliance
problems,
but
we
did
see
a
handful
of
retailers
who
sent
that
confirmation.
So
that's
a
penalty.
It
actually
did
Ducks
points.
So
looking
at
the
all
the
numbers
on
one
sheet
here
in
terms
of
the
scoring,
you
can
see
that
we've
tracked
most
of
these
for
several
years,
most
of
them
are
creeping
up.
A
Year
to
year,
there
have
been
some
kind
of
dips
and
and
jumps
depending
on
which
one
we're
looking
at,
but
most
of
them
are
up
in
the
90%
of
option
range,
at
least
for
the
key
ones.
The
two
new
criteria
are
shown
there
in
the
blue.
The
one
that
is
concerning
this
year
is
clear
and
conspicuous.
So
that's
the
discoverability
of
the
unsubscribe
link
itself
can
I
find
it.
A
So
we're
not
going
to
talk
about
all
of
them
on
this
sheet,
because
we're
going
to
kind
of
dive
into
each
one
one
by
one,
but
wanted
you
to
see
it
all
in
context.
Here
of
the
kind
of
adoption
rates
that
we're
seeing
so
then
we
look
at
unsubscribe
results.
What
actually
happened
so
you
can
see.
As
I
mentioned,
there
were
a
handful
that
sent
unsubscribe
confirmation
emails,
the
number
that
immediately
stopped
sending.
So
we
give
them
one
day
of
grace
in
case
they
had
a
campaign
queued
up.
A
A
So
they
didn't
pass
off
the
list
properly.
Most
likely
two
of
them
were
right
on
the
edge
they
sent
just
one
message
after
the
ten
days
and
then
stopped
on
their
own,
so
they
were
flirting
with
with
the
edge
of
compliance
there
and
actually
went
over
over
the
edge
two
of
them
stopped
after
we
unsubscribed
a
second
time.
So
maybe
the
initial
one
was
broken
or
we
aren't
sure
exactly
what
happened
there
and
then
three
just
never
stopped,
even
though
we
unsubscribe
multiple
times
so
those
are
the
clear
major
violators.
B
B
You
know
there
are
marketers
that
feel
like
and
get
another
three
or
four,
or
maybe
five
or
ten
messages
out
to
consumers
before
I
legally
have
to
remove
them
from
my
list,
and
that's
you
know
that
that,
in
my
opinion,
is
an
unfortunate
way
of
thinking
in
that
you
know:
maintaining
consumer
trust
and
trench
and
and
honoring
those
as
soon
as
possible
is
really
the
way
to
go.
I
mean
one
of
the
things
we
spoke
about,
Jeff
as
we
were
going
through.
This
was
you
know,
a
PCH.
B
We
see
a
lot
of
customers
come
and
go
back
and
forth
on
their
own.
So
even
though
they
weren't
subscribing
it's
it's
usually
not
for
extended
period
of
time,
people
tend
to
subscribe
them.
Re--
subscribed
at
certain
times
retailers
around
the
holiday
season.
The
same
type
thing
people
are
engaged
with
the
emails
when
they
need
it,
but
then
bail
out
when
they're,
when
they're
no
longer
in
the
market,
for
whatever
it
is
they
were
looking
for.
A
C
So
most
of
the
small
businesses
they
they
actually
use
our
service
for
the
unsubscribe,
because
it's
something
they
just
don't
have
to
deal
with
right.
We
handle
that
for
them
and
they
they
have
a
lot
of
comfort.
Knowing
that
we'll
do
the
right
thing
and
so,
where
the
problems
usually
arise
right
or
like
where
you
know
I
have
a
customer
and
they
have
multiple
services
that
sent
the
email,
so
they
might
be
a
non-profit
and
they
use
us
or
some
email
marketing.
C
C
Usually
these
these
will
slightly
larger
organizations,
they
automate
it.
So
they
again
they
don't
think
about
it.
They
either
do
it
themselves,
a
good
third
party,
the
sync
all
about
subscribe
lists,
but
some
of
our
small
businesses
and
small
organizations
they
do
it
by
hand
because
they
don't
hate
it
it
the
money.
They
don't
have
the
time
they
don't
have
the
technical
know-how,
and
so
it's
not
uncommon
to
have
a
non-profit
sync.
Their
donor
list
with
another
service
with
their
email,
marketing
and
their
standard
policy
is
well
before
I.
C
A
C
The
other
big
trick
is
if,
when
we
onboard
a
new
customer,
you
know
we
asked
hey,
do
you
have
an
unsubscribe
list
from
wherever
you
came
from,
and
sometimes
they
don't
get
the
right
list
and
they
will
send
email
and
it'll
be
a
mix
of
you
know,
people
that
they
still
have
permission
to
send
and
some
that
had
fun
subscribe
from
somewhere
else
and
that's
a
that's
always
a
problem,
and
we
have
to
work
with
them
to
to
make
sure
they
don't
do
that
again
as
well.
Yeah.
A
B
We
could
just
jump
in
on
something
sandwich
and
sham
mention
that
a
lot
of
companies
are
automating.
The
process
and
larger
companies
typically
do
automating.
Anybody
with
the
resources
is
going
to
automate
that
process.
One
of
the
most
important
audits
we
conduct
on
on
a
regular
basis,
but
no
less
than
every
other
month
is
an
unsubscribe
audit
where
we're
testing
our
automation,
because
we
all
know
what
happens
with
automation,
you
set
it
up.
It's
working,
fine
somebody
changes
something
on
the
back
end
and
also
that's
not
working.
B
A
It's
relatively
within
a
pretty
tight
range
here
year-to-year,
even
though
we
keep
raising
the
bar-
and
we
see
a
similar
thing
in
our
online
trust
audit
annually
that,
in
fact,
in
that
case,
even
though
we
raise
the
bar,
the
the
achievement
grow
slightly
each
year.
In
this
case
it
dropped
a
little
bit
most
of
the
decline.
This
year
was
due
to
three
things.
One
was
you
know.
The
unsubscribe
link
was
hard
to
find.
A
Another
was
the
new
criteria
of
encrypting
your
session
to
the
unsubscribe
page,
that
knocked
a
few
people
out
of
the
best
class
and
then
the
three
retailers
who
didn't
have
a
physical
address
on
their
message.
They
would
have
been
in
that
best
of
class,
but
got
kicked
out
of
qualification
altogether.
By
violating
that
can
spam
rule
in
the
you
know,
there
is
a
report
on
our
website
that
goes
through
all
this.
A
In
much
more
detail,
the
appendix
lists,
everyone
who's
best
of
class
and
just
wanted
to
point
out
that
you
know,
since
we've
been
doing
this
for
years,
there
are
a
number
of
sites
that
have
achieved
that
best
of
class.
For
years
you
can
see
some
of
the
names
here
and
then
the
other
thing
we
added
to
the
nomenclature
this
year
is
the
little
caret
indicator
and
that
is
for
sites
that
actually
implemented
all
aspects
of
the
email,
authentication
and
security.
A
So
they
do
SPF
antique
in
anody
mark
record
with
some
kind
of
policy
statement
of
rejector
quarantine
and
they
do
TLS.
So
we
wanted
to
kind
of
give
both
aspects
when
we
highlighted
these
companies
that
are
kind
of
setting
the
pace
for
everyone
else,
we
did
have
nine
sites
with
perfect
scores
this
year.
These
are
the
nine
listed
on
this
slide
in
parentheses,
if
they're
in
bold
and
in
parentheses,
they've
done
it
multiple
years
in
a
row.
So
we
have
two
that
are
kind
of
four
four
for
Blue,
Nile
and
C
are
trading
posts.
A
They
both
also
have
great
email
authentication,
as
you
can
see,
and
so
we're
glad
to
see
that
it's
actually
declining
year-over-year
in
general,
wasted,
23,
perfect
scores
in
2015
12
last
year,
just
nine
this
year.
That
criteria
that
requires
encrypted
sessions
to
the
unsubscribe
page
actually
knocks
six
of
the
retailer's
out
of
the
perfect
score
category
this
year.
Otherwise
there
would
have
been
fifteen.
So
it's
not
like
we're
seeing
less
achievement
here.
It's
just
as
we
raise
the
bar.
It's
gonna
affect
those
who
can
achieve
it.
A
So
I
want
to
talk
real
quickly
about
these
all
these
different
criteria
and
we
have
only
got
about
15
minutes
left
total,
so
I'm
gonna
fly
through
a
lot
of
these,
but
in
terms
of
discoverability
we
looked
at.
Where
was
the
unsubscribe
link
placed
so,
and
this
is
the
first
year
we've
done
this?
Was
it
in
a
standalone
kind
of
footer?
Where
individual
words?
A
Yes,
the
middle
category
here
is
a
standalone
sentence,
and
then
the
third
is
you
kind
of
have
it
buried
in
a
paragraph,
and
you
can
see
that
about
half
are
using
a
footer
a
little
over
a
quarter
in
a
sentence
and
about
20%.
In
a
paragraph,
and
even
though
we
hadn't
measured
this
in
previous
years,
it
seemed
to
be
that
there
was
a
trend
toward
either
making
it
more
discoverable
or
less.
A
There
wasn't
much
middle
ground,
so
we
saw
a
lot
more
footers
than
we
had
in
previous
years,
even
though
we
didn't
count
them,
he
kind
of
get
a
feel
for
that
and
more
sentences
and
less
buried
in
a
paragraph
I
know.
Sam.
You
had
a
some
comments
about
the
the
kind
of
the
two
camps
that
centers
tend
to
be
and
in
terms
of
how
they
view
unsubscribed.
So
maybe
you
can
tell
us
about
that.
A
C
Think
there's
a
camp
that
you
know
as
you
expect,
or
they
want
to
engage
with
their
customers
and
if
their
customers
say
you
know,
I'm
not
interested
in
the
mail
anymore,
they're
happy
to
take
them
off
the
list
because
they
they
want
the
engaged
customers
they
don't
want
to.
You
know
annoy
them
right,
I
mean
it's
it's
about,
but
it
could
service
for
your
customers
and
then
there's
the
other
ones
who
are
feel
that
every
every
address
is
sacred
right.
C
So
you
know
they
all
want
my
mail
and
what
and
I
don't
think
they
really
intend
to
unsubscribe.
They
want
to
believe
that
it
might
be
a
mistake,
so
they
want
to
give
that
subscriber
every
opportunity
to
not
opt
out,
and
so
some
of
them
willing
to
go
as
far
as
to
want
to
you
know
make
that
unsubscribe
like
less
conspicuous
and
that's
just
not.
You
know
how
we
like
to
do
business.
We
really
feel
that
consumers
have
a
right
to
say
they
don't
want
their
mail
and
why
not
make
it
easy
there
Clemmy,
although.
C
A
Your
risk
is
high
if
you're,
if
you're
offending
the
customer,
they
can
start
to
click
the
spam
button.
That's
way
worse
than
just
having
them
individually
and
subscribe.
So
I
know
you,
you
said:
PCH
has
an
approach
toward
presenting
the
unsubscribe
link.
You
know
to
make
sure
that
people
kind
of
know
what
to
look
for
well.
B
We
try
to
stick
with
the
industry
standard
for
bringing
it
down
to
the
lower
part.
We
don't
try
to
bury
it
within
a
paragraph
or
anything.
Obviously
we
don't
publicize
it.
We
don't,
you
know,
say:
hey
I'm
have
flesh
and
legs
around
it,
but
we
want
to,
you
know,
go
and
if
you
say
that
if
somebody
wants
a
long
list
yeah
that
makes
us
sad
but
we'd
rather
have
them
come
back
again.
It
gets
back
to
honoring
what
the
customer
wants
so
letting
you
know.
Most
people
know
it's
kind
of
industry
standard.
B
If
you're
looking
to
get
off
a
list,
you
scroll
to
the
bottom
of
the
email
at
the
end
of
the
content,
have
a
list.
That's
easy
for
them.
Have
a
link,
that's
easy
for
them
to
find
and
then
place
no
barriers
processes
as
soon
as
possible
and
given
the
opportunity,
if
you
respect
to
have
a
respectful
process
on
the
way
out,
they're
more
apt
to
come
back
to
you
if
they
want
to
come
in
yeah,
absolutely.
A
Cm
I
think
there
were
other
words
I
remember
you
said
where
you're
either
in
they
embrace
the
unsubscribe
camp
or
the
fear,
the
unsubscribe
camp
and
I
think
that
that
kind
of
sums
up
that
whole
approach
very
well.
So
one
of
the
other
things
we
looked
at
was
text
size
I'm
not
going
to
spend
a
lot
of
time
on
this.
We
did.
It
is
one
of
our
criteria,
so
there's
there's
there's
a
lot
about
Web,
Design
and
and
how
people
approach
this
and
what
are
the
right
standards.
A
But
generally
things
on
web
pages
are
measured
in
a
kind
of
px
or
pixels
and
that's
the
standard
that's
used
and
so
anything
less
than
10.
We
didn't
count
as
being
a
properly
sized
10
is
kind
of
on
the
edge
and
then
anything
bigger
than
10
was
fine
just
for
reference
12-point,
printed
type
that
we're
kind
of
used
to
in
a
document
is
16
pixels
on
a
page.
So
it's
roughly
a
75
percent
ratio.
A
So
when
you
get
under
10,
pixels,
you're
you're
down
in
the
six
or
seven
point
type
sort
of
range,
just
if
you
can
wrap
your
head
around
that
so
there's
some
examples
shown
here
of
eight
point.
That
was
the
lowest
we
saw
this
year
for
the
unsubscribe
link.
Ten
point
and
twelve
point
type
are
not
point.
I'm.
Sorry,
pixel,
confuse
myself
here.
A
A
So
there
are
web
guidelines
a
minimum
of
a
contrast,
ratio
of
four
and
a
half
to
one
kind
of
at
a
crude
level,
let's
say
and
then
seven
to
one
for
best
readability
about
a
third
of
the
links
that
we
saw
were
under
even
the
minimum
guidelines
and
two-thirds
more
than
two-thirds
were
under
the
enhanced
guidelines.
Here
are
some
examples:
sort
of
side
by
side.
On
contrast,
so
this
was
the
lowest.
A
We
saw
one
point
eight
to
one
and
even
though
that's
nicely
separated
from
all
the
other
texts
as
a
link,
it's
very
difficult
to
read,
especially
if
you
had
your
brightness
turned
way
up:
here's
one
that
was
kind
of
right
on
the
edge
of
that
crude
level.
Four
point:
two
to
one:
this
was
one
of
the
most
common.
We
saw
this
kind
of
brighter
blue
against
white.
That's
six
point
six
to
one
and
then
this
one
is
approaching
black
to
white,
which
is
in
a
pure
sense
would
be
21
to
one.
A
A
Nothing
and
you
have
to
hover
your
mouse
over
that
to
even
know
that
it's
a
link,
that's
probably
the
best
counter
example
of
how
to
do
it,
and
then
this
is
one
of
our
100%
scores
here
in
a
trading
post
where
they
got
a
footer.
It's
got
a
lot
of
words
in
it,
but
their
each
individual
links
right
at
the
bottom
very
easy
to
find
here's
another
set
of
contrast,
so
this
one
is
sort
of
similar
to
the
one
we
saw
earlier
with
no
I
think
in
reality.
A
This
word
unsubscribe
here
is
in
bold,
but
it's
very
hard
to
discern.
So
a
lot
of
this
discoverability
depends
on
not
only
contrast
and
text
size,
as
we
saw,
but
contrast
with
surrounding
text.
So
if
it
was
blue
versus
black
text,
it
would
be
easier
to
find
this.
We
see
in
this
Blue
Nile
example
underlining
it
as
a
link,
bold.
A
You
know
there
are
a
lot
of
ways
to
distinguish
it.
How
much
separation
is
there
between
it
and
everything
else,
so,
just
encouraging
strong
discoverability
NSL
set
consistent
discoverability
so
that
people
kind
of
know
what
to
expect.
So
one
of
the
other
criteria
is
using
commonly
understood
terms.
The
by
far
the
most
predominant
95
or
more
percent
is
unsubscribed.
A
A
couple
sites
used
opt
out
as
the
term,
but
something
like
click
here
to
modify
your
subscription
practices
is
not
a
good
way
to
do
it,
because
your
your
brain
has
to
process
all
these
words,
and
then
you
probably
the
here
is
underlined,
and
it
just
makes
it
very
difficult
to
define,
even
if
you're
looking
for
it,
we
did
find
the
first
time
we've
calculated
this
data.
We
found
that
76%
actually
used
the
word
unsubscribed
or
I.
Think
in
one
case
opt
out
as
the
link
itself
to
click,
which
is
a
great
practice.
A
A
This
is
an
example
in
Gmail,
where,
if
you
have
that
header
it'll
reveal
it
as
a
link
here,
so
that's
the
same
as
clicking
the
unsubscribe
link
at
the
bottom
of
the
page
and
then
they're
starting
to
show
up
in
some
of
the
mobile
clients
as
well.
So
this
is
a
best
practice.
It's.
It
only
applies
to
those
email,
clients
that
are
actually
utilizing
it,
and
even
if
you
were
sending
a
Gmail,
they
may
be
reading
it
in
another
client,
but
it's
still
a
best
practice.
You
can
see
that
the
adoption
is
92%
range.
A
It's
required
that
you
give
the
user
a
mechanism
to
opt-out
of
all
email,
and
we
can
see.
That's
approaching
a
hundred
percent
here,
just
shy
of
it,
and
so
that
is,
is
a
well
adopt
as
best
practice.
Here
are
some
a
couple
examples.
One
is
very
simple
here:
there's
a
button
unsubscribe
from
all,
it
can't
be
any
clearer
than
that
Etsy
kind
of
gives
you
a
couple
different
choices
if
you
want
to
be
removed
from
all
email
lists.
A
Click
here,
if
you
want
to
customize
what
you're
gonna
get
from
us
click
here,
so
it
gives
you
a
couple
choices,
but
again
it's
very
clear
all
or
make
some
other
intermediate
choices.
So
that's
a
good
best
practice.
One
of
our
new
criteria
this
year
was
pre
populating
the
email
address.
We
have
tracked
this
for
a
few
years,
but
it
wasn't
a
scored
criteria.
That's
why
this
is
shown
in
italics,
so,
but
we
are
seeing
growth
in
it
up
in
the
95
plus
percent
range.
A
Now
this
is
a
significant
issue
for
people
who
may
merge
multiple
email
addresses
in
the
one
inbox
and
they
don't
know
which
address
they
used
to
subscribe
to
a
given
message.
So
when
you're
presented
with
and
even
going
through,
our
testing,
we
had
a
couple
different
addresses.
We
were
using,
it
becomes
confusing
if
they
give
you
a
blank
box.
A
So
anyway,
that's
something
that's
very
important
to
to
do
providing
a
confirmation
page.
So
people
know
that
you
have
unsubscribed
them
is
important
and
we
saw
a
hundred
percent
level
this
year,
which
is
great
here,
are
a
couple
examples
of
that.
It
can
be
as
simple
as
your
email
address
has
been
unsubscribed
or
as
complicated
as
a
nice.
Well
branded
page,
it
says
sorry
to
see
you
go,
but
you
know
give
us
some
feedback.
A
We
believe
that
that
page
should
be
branded
so
that
people
kind
of
stay
in
a
similar
environment,
and
we
can
show
some
contrasting
examples
here.
These
are
the
more
abrupt
examples
you
know.
So-And-So
has
been
unsubscribe
or
are
you
sure
you
want
to
be
unsubscribe
or
we
moved
from
our
list?
This
is
literally
the
entire
page
that
we
saw
on
these
top
two
examples
versus
a
well
branded
page.
That
kind
of
keeps
you
into
the
look
and
feel
of
that
site.
A
One
of
the
other
things
we
looked
for
was
the
use
of
a
preference
center
or
opt
down.
So
this
is
give
me
some
other
choices
of
the
types
of
emails
I
get
or
how
frequently
I
get
them.
That
was
almost
exactly
flat
year
year,
and
so,
but
it
is
a
best
practice
to
rather
than
all-or-nothing,
give
the
user
kind
of
an
intermediate
choice.
A
There
are
variety
of
ways
to
do
this
and
then,
finally,
in
terms
of
the
interaction
with
the
customer,
you
might
want
to
get
feedback
on
why
they're
leaving
we
saw
a
slight
dip
in
that
this
year.
Here
are
a
couple
examples
of
how
some
companies
have
coach
that
so
this
is
after
you've
confirmed
that
they've
unsubscribed,
you
see
next
to
the
fish.
They
give
you
some
choices
on,
why
you
unsubscribed,
or
you
can
kind
of
fill
in
the
blank
there
and
that's
another
best
practice
and
then
finally,
the
encrypting
the
unsubscribe
session.
A
It
was
the
new
criteria
this
year
and
about
a
little
over
half
of
the
retailers
did
that.
So
this
is
important
to
secure
the
information
and
since
some
of
the
pages
are
hosted
by
retailers
themselves
on
their
website
and
some
are
hosted
by
the
ESP
just
need
to
make
that
connection
and
make
sure
that
that
it
is
it's
done
properly.
So
we've
already
talked
about
removing
without
delay,
so
I
want
to
jump.
A
B
I
think
you
know
we
all
talk
about
protecting
your
list
and
making
sure
the
data
is
secure.
It's
real
important
to
also
remember
the
unsubscribe
list,
there's
also
PII
and
should
be
protected
with
the
same
standards
that
you
protect.
Your
your
active
list,
you
know,
unfortunately,
can-spam
requires
you
to
carry
a
lot
of
baggage
with
unsubscribe
lists
in
perpetuity
when
somebody
unsubscribes
you
gotta,
maintain
that
list
for
as
long
as
you're
doing
email
marketing.
B
B
A
Protecting
it
properly,
so
thanks
for
that,
I'm
going
to
go
on
another
minute
or
two
I
know
we're
a
little
bit
over,
but
I
know
Sal
had
to
drop
so
I'm
gonna
go
back
a
slide
and
just
kind
of
wrap
this
up.
So
one
of
the
things
that
comes
into
play
and
I
mentioned
it
earlier-
is
GDP
our
requirements
for
this
coming
year.
A
These
are
kind
of
the
points
that
we
would
make.
You
want
to
verify
the
entire
process
Sall
talked
about.
You
know
auditing,
the
unsubscribe
on
a
regular
basis,
consider
implementing
that
kind
of
signup
or
maybe
using
the
technology
behind
the
scenes
to
verify
that
users
are
are,
are
not
bots,
make
sure,
there's
a
link
between
subscribing
and
sending
newsletters,
and
it's
not
broken
in
the
handoff
process.
A
We
do
have
a
number
of
resources
on
our
site.
The
links
are
listed
here.
You
can
always
email
me
about
these
topics.
Wilbur
at
ISO,
org
and
that'll
wrap
it
up.
If
anyone
does
have
any
questions,
we
can
hang
on
here
I'm
going
to
stop
the
recording
at
this
point,
but
it
can
go
for
a
few
more
minutes.
If
anyone
has
any
questions.