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Email Marketing: Understanding CAN-SPAM Laws7:00 am

By Kristen Dabrio

Email Marketing: Understanding CAN-SPAM LawsEmail marketing is a relatively simple and cost effective way to drive in more business and keep your current customers updated on what’s going on with your company. Integrating email marketing into your current marketing strategy will not only help spread the word about your products and services, but you can also reach a large number of people in a short amount of time. However, all of the advantages of running an email campaign will mean very little if you don’t have a full understanding of CAN-SPAM laws.

The main reason you want to properly learn how to run an email marketing campaign is because it’s regulated by Federal law, which is where CAN-SPAM laws come into play. As long as you pay attention to them, you’ll avoid irritating your recipients and unintentionally breaking the law. Understanding how the CAN-SPAM laws work and what they might mean for your campaign is an important step in email marketing. Although you should take a deeper look into CAN-SPAM laws, here are a few main requirements you should keep in mind when you’re building your email marketing campaign.

Avoid Using False or Misleading Header Information

Your “From” and “Reply-To” fields needs to be clear. This means that your recipients need to be able to accurately identify where your emails are coming from and identify your name or business. Make sure your email isn’t coming from a company email address.

Never Use Deceptive Subject Lines

The subject line of your email must accurately describe what your offer is or what you’re going to be discussing in the body of your email. It is against CAN-SPAM laws to lure people in with a deceptive subject line, only to perform a bait-and-switch with the email’s actual content. This means your subject line needs to directly relate to the content in your email. Deceptive subject lines will frustrate and annoy your recipients, which could lead them to mark your emails as spam.

Let Recipients Know Where You’re Located

Your recipients need to clearly see where your emails are coming from and where your company is located. You need to include a physical address somewhere in the body of your email with a street address or a PO Box. Even though it’s not required, it’s usually a good idea to include your company’s phone number as well. You don’t want to frustrate your potential customers by making it too confusing to contact you.

Make Sure Your Recipients Can Unsubscribe

The content of your email must include a way for recipients to unsubscribe from your emails. This means that they can decide whether or not to receive future emails from you and they have a clear way to opt-out. Don’t exclude the unsubscribe option or make it difficult to find the unsubscribe option in order to confuse or prevent recipients from opting-out. In order to remain compliant, this option needs to always be available.

Honor Opt-Outs

This might be a no-brainer, but opt-outs can often get caught up in your spam filters or forgotten. Honor opt-outs in a timely fashion and never ignore them. You also can’t charge a fee, require additional information from the recipient, or make them click through a number of web pages in order to opt-out. The process should be a simple, one-step action that doesn’t attempt to persuade the recipient from opting-out. Once recipients decide they don’t want to receive emails from you any more, you must honor those requests.

Email marketing can be a rewarding addition to your marketing campaign, as long as it’s done properly. Failure to adhere to CAN-SPAM laws could destroy your company’s reputation and leave you open to a variety of unwanted penalties. Each separate email in violation is subject to penalties of up to $16,000 and could ruin your chances of utilizing email marketing in the future.

Remaining compliant during your email marketing campaigns is actually quite simple if you are aware of the rules. As long as you keep your emails clear, include a simple way to opt-out, and avoid trying to deceive your recipients, there won’t be a problem. Avoid being categorized as a spammer and brush up on the CAN-SPAM laws before you begin with your email marketing. If you’re running a campaign through a legitimate email marketing company and you’re concerned about CAN-SPAM laws, they will ensure that your emails remain compliant. A good marketing company will have knowledge of the CAN-SPAM laws and will keep them in mind as they’re conducting your email marketing.

If you have any questions about our email marketing services, please don’t hesitate in contacting one of our experienced sales representatives at (888) 578-3282.

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