If you utilize e-mail marketing to prospective customers, make sure you don’t become an offensive spammer. There are a few simple rules to follow that can make a difference between happy customers and angry spam recipients. These rules come from the CAN-SPAM Act, which the Federal Trade Commission (FTC) enforces. It went into effect January 1, 2004, and it covers all commercial email, including business-to-business email. According to the FTC, each separate email that breaks the law can bring a penalty of up to $53,088. Learn more in the FTC’s CAN-SPAM compliance guide for business.
Be legitimate. Masking header information (such as the sender and recipient’s actual e-mail addresses) is illegal. It makes sense. If you stand behind what the email says, there’s no reason to hide who sent it.
Tell it straight. Subject lines must reflect the content of the message. Baiting a reader with a subject line that doesn’t match what’s inside is misleading, and it breaks the rules.
Provide a legitimate opt-out. Opt-out is a simple mechanism that allows a recipient to remove themselves from your list. This is generally a clickable link that allows the recipient to complete a form and results in their address being removed from your e-mail list. The FTC says you must honor an opt-out request within 10 business days. Sooner is better.
Provide a valid postal address and notification of solicitation. The FTC also requires a valid physical postal address in the email, and a clear notice that the message is an ad.
If you are about to start an e-mail marketing campaign, try an email marketing service like Constant Contact or Mailchimp. Tools like these help you manage unsubscribes, bounced messages and your mailing address footer. You’re still responsible for following the law, though.
Put these items into action to reduce the impact of spam on your life and ensure that you are playing by the rules. And if you receive a message that looks intriguing, do your research and don’t be scammed by the spammers!
This article used with permission from 400 Edition, Inc.