Email marketers have yet to adopt widely accepted best practices -except those required by the CAN-SPAM Act, according to an EmailLabs study (PDF). Inclusion of a working unsubscribe link, required by the CAN-SPAM Act, was the only best practice to be universally adopted.
By industry, travel companies - including airlines, hotels and booking agents - had the highest adoption rates of the 18 best practices considered in the audit, scoring six top ratings and none of the lowest ratings. Financial marketers like credit card companies, mortgage brokers and banks - who rely on trustworthy emails to be delivered to the recipient's inbox - performed the worst of all market segments.
Other adoption trends among the market segments:
-- Travel marketers are increasingly using the subscription link function, allowing customers to easily update their email and personal information.
-- Publishers increasingly optimize their messages for preview panes and blocked images, and incorporate a subscribe link in the email to make it easy for people who've received the original email from a friend to subscribe.
-- The financial services market adopted the least best practices of all the industry segments audited.