Retention.com identifies anonymous website visitors and resolves them to contacts.
When sending emails through Retention.com, it's important to follow standard email marketing regulations and best practices.
What you need to know
Email regulations are generally focused on giving recipients a clear way to opt out, being transparent about who you are, and providing accurate sender information.
An important foundation of using Retention.com: every contact identified through Retention.com has provided third-party email marketing permissions. This is built into how the data network operates — contacts have consented through their browsing activity and data agreements to receive marketing from third parties. This is what makes the service compliant at the data collection level.
That said, your own sending practices still need to follow best practices and applicable regulations.
What to include in your emails
An unsubscribe link
Clear brand identification
Your business address
Your privacy policy
Because you are using a third-party tool to identify and email website visitors, your privacy policy should disclose this. It should explain:
That you use third-party tools to identify website visitors
That identified contacts may receive marketing emails from you
How visitors can opt out
Keeping your privacy policy current protects you if a recipient questions why they received your email.
Your responsibility
You are responsible for how you use contacts in your email platform. We recommend reviewing your email practices with your legal team to ensure they align with your business and region.
Important to know
Requirements may vary depending on where your business operates.
Handling "I didn't subscribe" complaints
If a contact reaches out confused about why they received your email, this is normal — especially early on. These contacts were identified after visiting your site, not through a signup form.
What to do next