List Buying Guide: How Does Your Garden Grow?
To get the most out of your e-mail audit, consider the following tips based on our experience:
• Ask questions. If you don’t understand what the audit service is looking for, request clarification. To get a true picture of how you’re doing, along with the best corrective advice, the service needs accurate data on your e-mail program.
• Make sure every department involved with your e-mail program reviews the questionnaire and provides feedback regarding the impact their group has on your company’s e-mail address collection, usage and messaging.
• Share the results. Conduct an internal review so all departments understand where practices could be more buttoned up. Some employees might not be aware of all the intricacies of Can Spam legislation, or realize how their business activities affect your e-mail deliverability and opt-out rates. And if any part of your program is outsourced—such as the promotion of your e-mail file—make sure the vendor receives a copy of the audit report. You may or may not want to release your score, but your vendor should be aware of how your e-mail program fared in an independent audit.
Other e-mail program assessment tools to consider include Return Path’s Sender Score Reputation Monitor, and the certification/authentication services provided by Habeas and TRUSTe, to name a few.