Knowing your Audience

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Yesterday’s post made me wonder how many marketers have the information necessary to exclude Maine residents under 18… it’s a pretty simple query but is dependant on your collection data, something that could easily be overlooked as part of the sign-up process.

Earlier this year we published posts focused on collection of data, one of our April posts, Email & Survey, referenced a Return Path study on the sign-up processes of nationally-known companies. Their findings showed that 60% of the retailers and 20% of companies surveyed only the subscriber’s email address. This limited information does more than restrict your ability to segment and personalize; it also limits your ability to conform to updated standards.

Without concrete knowledge, marketers will need to back into the creation of a suppression list to comply with the Maine Legislation; a risky gamble considering the associated penalties for a miss-send. Take a look at your sign-up process, a simple verification checkbox and/ or resident state collection field would go a long way in alleviating any future state-specific mandate worries.