Email Management – Legally!

Email management – legally!

Many businesses are turning to email marketing as their preferred method of connecting with current and prospective customers. However, when it comes to email marketing, there are a set of rules that need to be followed via the CAN-SPAM Act.

What is CAN-SPAM? — a law that sets the rules and regulations for all commercial emails.

It gives users the right to opt out and unsubscribe from your email communications at any time. Non-compliance or violations result in fines and penalties.

Here are the requirements posed by the CAN-SPAM Act:

• Senders must not email recipients who have previously opted out of their communication.
• Senders must honor and remove opt-outs from their email list within 10 business days.
• Each email sent must have an opt-out mechanism that makes it easy for consumers to opt out of all future mailings.
• Each email must include the physical address of the individual or business sending it.
• Senders must not use deceptive subject lines and false or misleading information.
• Senders must identify that the email is an advertisement.
• Fortunately, with today’s email technology, compliance can be automated. Email service providers can add your unsubscribe links and mailing addresses for you.