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Article Title: What You Need To Know: Can-Spam Laws
Author: Denise Wakeman
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Anyone doing business online and using email for marketing
needs to know about the CAN-SPAM laws.
Smart online marketers use "permission" marketing: you invite
potential customers to join your email list, and offer a
newsletter, a special report, or a sequential series of
messages to form an e-course. The recipient "opts-in" to the
list by replying to an invitation and subscribing. By "opting
in", your subscriber is telling you it's OK to send email.
They've given you permission and your email messages are not
considered spam.
But most people don't really understand what constitutes spam.
If you're in business for any length of time on the Internet,
you may encounter false accusations of spam simply because
people forget they opted in receive your message. To many
people spam is simply an unwanted message.
This can cause problems for you with your email service
provider. You must be able to prove that you haven't been
sending unsolicited email. Your proof lies with the list
management system you use that tracks invitations and opt in
responses.
Here's what you need to know about the law is so you can rest
assured that you aren't breaking it.
CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited
Pornography and Marketing Act) establishes requirements for
those who send commercial email, spells out penalties for
spammers and companies whose products are advertised in spam if
they violate the law, and gives consumers the right to ask
emailers to stop spamming them.
Simply put, here's a rundown of the law's main provisions:
> It bans false or misleading header information. Your email's
"From," "To," and routing information must be accurate and
identify the person who initiated the email.
> It prohibits deceptive subject lines. The subject line cannot
mislead the recipient about the contents or subject matter of
the message. Subject and content must match.
> It requires that your email give recipients an opt-out
method. You must provide a return email address or an automated
way for your subscriber to opt out. You must honor the requests.
When you receive an opt-out request, the law gives you 10
business days to stop sending email to the requestor's email
address.
> It requires that commercial email be identified as an
advertisement and include the sender's valid physical postal
address. Your message must contain clear and conspicuous notice
that the message is an advertisement or solicitation and that
the recipient can opt out of receiving more commercial email
from you. It also must include your valid physical postal
address.
One of the best and most efficient systems with a minimum of
complaints is the ecommerce system, www.KickStartCart.
They automatically include CAN-SPAM compliant features when
they send out email broadcasts. Furthermore, if you import a
list of email addresses into the system each recipient will be
required to confirm they want to be on your list. All potential
recipients must respond to a confirmation email in order to be
included in an email list. This is called closed loop or double
opt-in and is further assurance against people using the system
to spam or send unsolicited messages.
While the respectable business community strives to be
compliant, the spammers find new ways of circumventing the laws
and jamming up email inboxes with junk. Unfortunately spam
filters never do a reliable job of keeping the spam out and are
more likely than not to keep legitimate email from being
delivered.
The best assurance against spam complaints is to use a reliable
system such as KickStartCart, and to send out valuable relevant
content to your subscribers. The ratio of information to
promotional messages should be in the neighborhood of 80-20 or
75-25.
As a serious business person using the Internet and email, it's
important you comply with the laws so you can avoid getting in
hot water with your service provider and keep your subscribers
happy.
About The Author: For more leading edge Internet Marketing tips
go to http://www.biztipsb
Blog Squad's ezine Savvy eBiz Tips at
http://www.savvyebi
are Internet Marketing experts and known as The Blog Squad.
Please use the HTML version of this article at:
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