Recipe for an Ezine: Ingredient #8: CAN-SPAM Compliance - What You Need to Know
- Date: 2007-04-18 - Word Count: 753
Share This!
Finally, in our ongoing series of articles on each of the eight key ingredients for a successful ezine, we cover the laws governing using email for marketing.
Anyone doing business online and using email for marketing needs to know about the CAN-SPAM laws. Not being compliant can get you into trouble and interrupt delivery of your email messages and ezine, even if you are not really a spammer.
Smart online marketers use "permission" marketing: you invite potential customers to join your email list, and offer a newsletter, a special report, or a sequential series of messages to form an e-course. The recipient "opts-in" to the list by replying to an invitation and subscribing. When your database system requires a confirmation of the subscription that is called a "double opt-in" confirmation. By "opting in", your subscriber is telling you it's OK to send email. They've given you permission and your email messages are not considered spam.
But most people don't really understand what constitutes spam. If you're in business for any length of time on the Internet, you may encounter false accusations of spam simply because people forget they opted in receive your message. To some people spam is simply any unwanted message.
This can cause problems for you with your email service provider. You should be able to prove that you haven't been sending unsolicited email. Your proof lies with the list management system you use that tracks invitations and opt in responses.
Here's what you need to know about the law is so you can rest assured that you aren't breaking it.
CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act) establishes requirements for those who send commercial email, spells out penalties for spammers and companies whose products are advertised in spam if they violate the law, and gives consumers the right to ask emailers to stop spamming them.
Simply put, here's a rundown of the law's main provisions:
- It bans false or misleading header information. Your email's "From," "To," and routing information must be accurate and identify the person who initiated the email.
- It prohibits deceptive subject lines. The subject line cannot mislead the recipient about the contents or subject matter of the message. Subject and content must match.
- It requires that your email give recipients an opt-out method. You must provide a return email address or an automated way for your subscriber to opt out. You must honor the requests. When you receive an opt-out request, the law gives you 10 business days to stop sending email to the requestor's email address.
- It requires that commercial email be identified as an advertisement and include the sender's valid physical postal address. Your message must contain clear and conspicuous notice that the message is an advertisement or solicitation and that the recipient can opt out of receiving more commercial email from you. It also must include your valid physical postal address.
One of the most efficient systems with a minimum of complaints is the ecommerce system, KickStartCart . They automatically include CAN-SPAM compliant features when they send out email broadcasts. Furthermore, if you import a list of email addresses into the system each recipient will be required to confirm they want to be on your list. All potential recipients must respond to a confirmation email in order to be included in an email list. This is called "closed loop" or "double opt-in" and is further assurance against people using the system to spam or send unsolicited messages.
While the respectable business community strives to be compliant, the spammers find new ways of circumventing the laws and jamming up email inboxes with junk. Unfortunately, spam filters never do a reliable job of keeping the spam out and are more likely than not to keep legitimate email from being delivered.
The best assurance against spam complaints is to use a reliable system such asKickStartCart, and to send out valuable relevant content to your subscribers. The ratio of information to promotional messages should be in the neighborhood of 80-20 or 75-25.
As a serious businessperson using the Internet and email, it's important you comply with the laws so you can avoid getting in hot water with your service provider and keep your subscribers happy.
For more leading edge ezine tips go to www.coachezines.com . To learn more about how to create and publish great ezines, go to www.ezinepublishingsystem.com . Patsi Krakoff, Psy. D. is a retired psychologist with over 7 years experience marketing online. Denise Wakeman has been marketing online since 1996. Between them, they write on 10 blogs and publish two newsletters, including www.SavvyeBizTips.com .
Anyone doing business online and using email for marketing needs to know about the CAN-SPAM laws. Not being compliant can get you into trouble and interrupt delivery of your email messages and ezine, even if you are not really a spammer.
Smart online marketers use "permission" marketing: you invite potential customers to join your email list, and offer a newsletter, a special report, or a sequential series of messages to form an e-course. The recipient "opts-in" to the list by replying to an invitation and subscribing. When your database system requires a confirmation of the subscription that is called a "double opt-in" confirmation. By "opting in", your subscriber is telling you it's OK to send email. They've given you permission and your email messages are not considered spam.
But most people don't really understand what constitutes spam. If you're in business for any length of time on the Internet, you may encounter false accusations of spam simply because people forget they opted in receive your message. To some people spam is simply any unwanted message.
This can cause problems for you with your email service provider. You should be able to prove that you haven't been sending unsolicited email. Your proof lies with the list management system you use that tracks invitations and opt in responses.
Here's what you need to know about the law is so you can rest assured that you aren't breaking it.
CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act) establishes requirements for those who send commercial email, spells out penalties for spammers and companies whose products are advertised in spam if they violate the law, and gives consumers the right to ask emailers to stop spamming them.
Simply put, here's a rundown of the law's main provisions:
- It bans false or misleading header information. Your email's "From," "To," and routing information must be accurate and identify the person who initiated the email.
- It prohibits deceptive subject lines. The subject line cannot mislead the recipient about the contents or subject matter of the message. Subject and content must match.
- It requires that your email give recipients an opt-out method. You must provide a return email address or an automated way for your subscriber to opt out. You must honor the requests. When you receive an opt-out request, the law gives you 10 business days to stop sending email to the requestor's email address.
- It requires that commercial email be identified as an advertisement and include the sender's valid physical postal address. Your message must contain clear and conspicuous notice that the message is an advertisement or solicitation and that the recipient can opt out of receiving more commercial email from you. It also must include your valid physical postal address.
One of the most efficient systems with a minimum of complaints is the ecommerce system, KickStartCart . They automatically include CAN-SPAM compliant features when they send out email broadcasts. Furthermore, if you import a list of email addresses into the system each recipient will be required to confirm they want to be on your list. All potential recipients must respond to a confirmation email in order to be included in an email list. This is called "closed loop" or "double opt-in" and is further assurance against people using the system to spam or send unsolicited messages.
While the respectable business community strives to be compliant, the spammers find new ways of circumventing the laws and jamming up email inboxes with junk. Unfortunately, spam filters never do a reliable job of keeping the spam out and are more likely than not to keep legitimate email from being delivered.
The best assurance against spam complaints is to use a reliable system such asKickStartCart, and to send out valuable relevant content to your subscribers. The ratio of information to promotional messages should be in the neighborhood of 80-20 or 75-25.
As a serious businessperson using the Internet and email, it's important you comply with the laws so you can avoid getting in hot water with your service provider and keep your subscribers happy.
For more leading edge ezine tips go to www.coachezines.com . To learn more about how to create and publish great ezines, go to www.ezinepublishingsystem.com . Patsi Krakoff, Psy. D. is a retired psychologist with over 7 years experience marketing online. Denise Wakeman has been marketing online since 1996. Between them, they write on 10 blogs and publish two newsletters, including www.SavvyeBizTips.com .
Related Tags: writing, marketing, internet, web marketing, blog, online marketing, newsletter, publishing, ezines, ezine publishing, electronic newsletter, ebiz
Your Article Search Directory : Find in Articles
Recent articles in this category:
- Dating Articles - 3 failureproof mind powerplay that will work on your ex; before your ex knows it,he/she will come r
You should make your ex realize that he made a big mistake breaking up with you by serving him the s - Family & Parenting, Can You Even Trust Your Own Family?
My brother Joachim is down from Chicago to defrost for about a week until he goes back to the - Website Promotion, What You MUST Understand About Your Web Numbers
Six years ago, when I first started selling online, I focused on doing what I did best: generati - Current Affairs, Dalai Lama Reiterated Non-Violence Stance To China
The red - robed monk officially expressed frustration at China's refusal to talk with the exiled - 7 Easy Ways to Ease Ezine Writer's Block?
If you publish an ezine regularly, inevitably there are times when you get stuck and can't qui - Cyclone Sidr hits Bangladesh
A cyclone killed 242 people and left much of southern Bangladesh cut off from the rest of the - Why Use Private Label Articles For Ezines
Putting together content for your Ezine or Newsletter would seem for many to be a long drawn o - Discover the Easy Way to Writing Articles that Get Results
I shouldn't be telling you this but writing articles are easy, once you know the formula. I gu - How to apply for your Newsletter Editor's License? By Michael Green
For many people Newsletter or Ezine creation is shrouded inabsolute mystery.How do I know?Well - Getting Your Newsletter Read How Great Newsletters Adapt To Perfectly Match Their Readers. By Michae
One exciting feature of newsletters - frequently overlookedby their editors - is the ability t
Most viewed articles in this category:
- It's time for a Change
It's Time for a Decision As a dependent corporate employee, you have absolutely no control over ho - Rewards then who publish your article
Information about article marketing and importantness of article to make traffic on your website - Recent Laws Affect Student Loan Consolidation
Recent Laws Affect Student Loan Consolidation Legislation recently passed is expected to turn the - Should Freelance Writers Have a Minimum Wage?
With election season here, raising the minimum wage is a hot topic. This got me to thinking about fr - 8 Reasons Why Ezines Are Here to Stay
It doesn't matter what technological advances and marketing tools are the new fad du jour. Ezines - Real Businesses Send Spam, Too!
Unsolicited Commercial Email or Spam has grown at epidemic proportions. It is rapidly becoming the - CONTINUING EDUCATION HELPS MEETING THE PATIENTS' NEEDS
CONTINUING EDUCATION HELPS MEETING THE PATIENTS' NEEDS By Dr. Muhammad Imran Yousuf Lect - Delphi Technique
The Delphi Technique By Dr. Muhammad Imran Yousuf Lecturer, Division of Continui - GIVING DISTRESSED STUDENTS A FEELING OF SAFETY AND SECURITY
GIVING DISTRESSED STUDENTS A FEELING OF SAFETY AND SECURITYByDr. Muhammad Imran YousufLecturerDiv - 5 Keys To A Successful Ezine
5 Keys To A Successful EzineBy Al MartinovicThere are 5 basic keys you need for your ezine to b