Email MarketingThe Seven Rules of Staying

CAN SPAM Compliant

Email Marketing

Most of the customers ask us if our b2b contact lists are "Opt -In" . I think the intent of their question is to find out if they will be in compliance with CAN SPAM ACT by emailing to contacts on a purchased list. In my opinion, compliance with CAN SPAN ACT has nothing to do with the type of list whether it be purchased, rental, or an Opt-In list built in-house. Buying an Opt-In list does not automatically make anyone CAN SPAM compliant. Every marketer has to stay CAN SPAM compliant at all times irrespective of the type of list. The good news is that it is not difficult. You just need to set up the email marketing campaign in a way that it meets the requirements.

Email Marketing

So what are the CAN SPAM ACT requirements? According to the Bureau of Consumer Protection there are seven main requirements:

CAN SPAM ACT

Requirements

Headers must be clear and accurate: The  to, from, reply to, and routing information of your email must correctly identify the initiator of the email, whether it is a person or a business. This also applies to the originating domain and email address.

Subject lines must not be deceptive: " The subject line must accurately reflect the content of the message.“

Identify your email as an ad: You must "clearly and conspicuously" identify your email as an advertisement.

Include your physical address: You must include your valid postal address. " This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations."

CAN SPAM ACT

Requirements

Offer a way to opt-out: Any message you send must include a "clear and conspicuous" op-out option. There is flexibility in how the message can look, and it can even be a multi-tiered option allowing recipients to opt-out of certain kinds of emails or to opt-out of all emails, but the opt-out instructions must be very clear and readable. And don't forget to make sure YOUR spam filters will allow these messages through.

Honor Opt-Out Requests: There are a number of rules for how you have to handle opt-out requests. You must remove the recipient within 10 business days. You can't charge a fee for opting out and you can't ask for any information other than an email address. Opting out has to be easy, you can't require recipients to do anything more than send a rely email or visit a single web page. Once someone has opted out, the only way to transfer that email address is if you are transferring it to a company you've hired to help you be CAN SPAN compliant. You can't sell the address or

CAN SPAM ACT

Requirements

transfer it in any other way. Additionally, any automated tool you use to process opt-out requests must me active at least 30 days after the email was sent.

Monitor your outsourced email marketing: Even if you hire someone else to handle your email marketing campaigns, you still carry legal liability for the information they are disseminating on your behalf.

You can buy an email marketing list from us and safely send prospecting emails as long as you are following the seven rules of CAN SPAM ACT.

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