Manage E-mail Privacy Across Multiple Channels

- Multiple e-mail marketing databases of opt-in and opt-out recipients should be avoided.”One master database can simplify compliance while reducing your chance of mistakes,” notes Smith.

- All Web-based pages for opt-ins/outs should be standardized across product lines. “By pointing all pages to a common destination, you provide your customers and visitors with consistent options,” says Smith. This practice also carries the added benefit of making it simpler to reconcile non-Web opt-ins and opt-outs, such as phone and mail, with your master database.