Do you utilize email marketing for your business? If so, it is your responsibility to understand the CAN-SPAM Act of 2003. This law establishes requirements for commercial messages through email marketing, thus giving recipients the right to stop senders from emailing them.
Sociamerica, like many businesses, utilizes email marketing to reach clients and prospective clients. Most businesses do not understand the breakdown of the CAN-SPAM act. Thereby, these businesses are not protecting their senders and recipients. In this blog, you’ll learn about what you must do to avoid the legal, financial and ethical consequences of misusing email-marketing systems.
1. Don’t use false or misleading header information
Your domain name and email address must accurately identify the sender
2. Don’t use deceptive subject lines
Subject line must accurately reflect the content of the email message
3. Identify the message as an ad
If you intend to advertise your products/services in an email, you must be clear that your message is an ad.
4. Tell recipients where you are located
Businesses and organizations using email must disclose their physical location or mailing location (i.e. PO Box) for the purpose of advertising their products/services to a client via email.
5. Tell recipients how to opt out of receiving more emails
Provide an explanation for how recipients can opt out of future emails. Be sure your spam filter doesn’t block opt out requests.
6. Honor opt-out requests immediately
By law, the sender has 10 days to honor a recipient’s opt out request. The sender cannot charge an unsubscribe fee, require the recipient to relay any personal information to the sender beyond an email address and the sender is prohibited from selling or transferring the recipient’s email address to another marketer, even in the form of a mailing list.
7. Monitor what your employees are doing on your behalf!
Any sender, whether or not it is you sending emails, is required to know the requirements of CAN-SPAM. If an employee fails to comply, it becomes the responsibility of the company that they work for to be held accountable for violating CAN-SPAM.
Given the rise of digital media, particularly our dependence on email marketing, every marketer has a legal responsibility to comply with CAN-SPAM. You, the recipient, would not want to receive unwarranted messages and not have the ability to opt out. So, comply with CAN-SPAM and educate others about CAN-SPAM. Be sure to familiarize yourself with this law to prevent legal, financial and ethical consequences throughout the email marketing process.