It has come to my attention that I’ve been writing about email marketing without having really mentioned the Can-Spam Act. No doubt you’ve probably heard of it before. It’s a law that has set rules and regulations for people sending email commercial messages.
If you look into the text you notice that applies to all commercial messages…oh, yes!
Despite its name, the CAN-SPAM Act doesn’t apply just to bulk email. It covers all commercial messages, which the law defines as “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,” including email that promotes content on commercial websites. The law makes no exception for business-to-business email. That means all email – for example, a message to former customers announcing a new product line – must comply with the law.
Now it’s not meant to scare anyone into communicating about their business…even if it might seem big and scary. Much of it is about common sense and courtesy. If you sign up with an email service provider, they usually have certain restrictions in place to ensure you are following by the law…such as disclosing your location and providing opt-out options. Take a little read and make yourself familiar with the rules. I think it’s all very reasonable and easy to understand.
It’s funny because the people who don’t comply are the spammers we are trying to get rid of…but how do you report them, right? Please add your comments below. I think it’s important for everyone to understand the law…if they are going to use email as a form of marketing their business. Ciao ciao!