These guidelines are intended to protect both X10 WTI and the list owner against customer backlash and potential legal action. All email campaigns must adhere to the following minimum standards.

Address Removal

List owners must provide an easy way for email recipients to remove their address from an email list. Furthermore, list owners must maintain a record of addresses that have explicitly been removed from the list. These addresses shall not reactivate unless the customer has explicitly requested the list owner to do so.

Methodology Disclosure

Prior to approval of any email campaign, the list owner must disclose their methodology for address removal, email delivery, & link tracking.

Address Ownership

List owners must clearly indicate their ownership of an email address in the “From” alias of outgoing emails. Examples of acceptable “From” aliases include (but are not limited to):

Special Offers from [company name]
Brian at [company name]

Closing Signature

The closing signature of outgoing emails must clearly identify the list owner and provide instructions for address removal from the email list. Two approved versions appear below:

Preferred
This email was sent by your friends at [company name]. If you believe you received this email in error, or would rather not receive special offers, coupons, and discounts from [company name], remove your name from our list.
Alternate
This email was sent by your friends at [company name]. If you believe you received this email in error, or would rather not receive special offers, coupons, and discounts from [company name], follow the instructions below.

Codes and implementation instructions provided to publishers upon setup of campaign.

Link Tracking

X10 WTI must be able to track the number of emails delivered, opened and activated (i.e. clicked). Normally, this tracking will occur on X10 WTI servers. However, the list owner must follow the guidelines provided by X10 technical staff. Links and HTML code CANNOT be altered without written permission from X10 technical staff.

Email Testing

Prior to launching an email campaign, the list owner must send a final version of each email (e.g. text, AOL, & HTML) for approval by X10 WTI. This email CANNOT be sent as an attachment or forwarded from an address where it was previously delivered. X10 WTI will only approve emails that arrive as they would appear to potential customers.

Email Exit Pop-Under Advertisements

X10 WTI has developed a proprietary technology for launching pop-under advertisements directly from an email. While X10 may choose to include this technology in any of our own email campaigns, we reserve the right to refuse the same technology imposed on dedicated X10 WTI email campaigns. X10 WTI WILL NOT ALLOW THIRD-PARTY POP-UNDERS FROM DEDICATED X10 WTI EMAILS.

Link Redirect Pop-Under Advertisements

X10 WTI has also developed a proprietary technology for launching pop-under advertisements during the link redirect process. While X10 WTI may choose to include this technology in any of our own email campaigns, we reserve the right to refuse the same technology imposed on dedicated X10 WTI email campaigns. X10 WILL NOT ALLOW THIRD PARTY POP-UNDERS FROM DEDICATED X10 EMAILS.

Washington State Regulations Compliance

"Pursuant to Washington State Code RCW 190.190 all third-party email campaigns must contain the following guidelines: A valid and traceable sender address in the "FROM FIELD" of the email. The "SUBJECT FIELD" must contain text that indicates the email is an advertisement and not misleading in any way.
Note: X10 maintains creative/content rights to the subject line of the email. In addition to the above, X10 requires all emails include the following in the vendor footer:

The name of the vendor
Explanation of the opt-in process for the recipient
A valid opt-out link
A valid phone number to a contact person responsible for removing recipients from the subscription lists

For Example:

"This e-mail was sent to you by <Vendor>. You are receiving this e-mail because you registered at a Web site and expressed interest in receiving online offers. If you want to be removed from this mailing list, <link>click here</link>. If you still get these emails, call us at <contact number> and please accept our apologies in advance."

Email Campaign Questions

1. What is the origin of the list? House list, syndicated, purchased etc.?

2. How old is the list?

3. Is the list single opt-in or double opt-in?

4. What type of email - HTML or text?

5. What is the privacy policy? We need a copy.

6. How long does it take to be removed from the list?

7. How often does the list get cleansed to remove non-respondents?

8. Any special creative requirements?

9. How quickly can we change creative?

10. Can we change creative during a delivery?

11. How often is the list hit with emails?

12. How does the opt-out process work? From the email or a link to a site or at all?

13. How are spam complaints processed?

14. Can the list be targeted by demographics including gender, age, and interest category?

15. What kind of reporting do they have? When is it available after the drop?

16. Can they do daily drops?

17. Can we insert a tracking pixel?

18. How long does the delivery take?

19. How long do you keep your delivery logs?

20. How bid is the list (drop size)?

21. What is the average open rate?

22. Do you use a third party delivery service, if so, who?