Ask the Expert: Anne P. Mitchell, CEO and President, Get to the Inbox by ISIPP SuretyMail

Anne P. Mitchell, CEO and President of Get to the Inbox by ISIPP SuretyMail, shares her insights on email deliverability and legal aspects of email marketing in a Q&A session. As a pioneer in email marketing and antispam law, she played a role in authoring the CAN-SPAM Act of 2003 and emphasizes the importance of understanding the law's nuances, such as the one-step unsubscribe requirement. Mitchell discusses the evolving landscape of email and data privacy laws across various U.S. states and critiques certain business strategies, such as using IP geo-location to block GDPR-covered regions, as potentially counterproductive. She also touches on the challenges of cold outreach in light of new state legislation and the legal risks of failing to confirm email addresses. Political emails, while technically exempt from commercial email regulations, are advised to include unsubscribe options to maintain deliverability. Additionally, Mitchell sheds light on Google's now-ended Verified Sender Pilot Program for political campaigns, noting its limited uptake due to campaign reluctance to adhere to best practices.