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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.