How to comply with the Can Spam Act, as well as adopt best practices.

By Alan Rimm-kaufman

Keith Wardell, CEO of the e-mail services bureau Exmplar, suggests that a routine mailing to a clean opt-in list typically might lose 10 percent to 20 percent of the circulation to blocks and filters. Wardell warned this rate can soar to more than 50 percent if the campaign triggers a spam filter at a major ISP such as AOL, Yahoo! or MSN.