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

By Alan Rimm-kaufman

But catalogers with larger files typically outsource e-mail delivery. The cost of actually pushing out e-mail is near zero. A good e-mail service bureau offers value through its expertise in deliverability, account management, marketing strategy, test execution and segmentation.

There’s a growing trend among the largest e-mail marketers to bring their e-mail delivery back in-house. As this requires investment in software and dedicated resources, this option makes sense for mailers spending more than $75,000 annually in e-mail service bureau fees.