The United States Federal Trade Commission introduced CAN-SPAM legislation back in 2003 that requires marketers to abide by the following guidelines in order to send email to their mailing lists:
- A valid postal mailing address embedded in all commercial emails.
- A valid return email address or internet based reply mechanism that will function for at least 30 days after the sending date.
- A working “Unsubscribe” link that is clear and easy to find.
- When someone unsubscribes, you must honor that request within 10 business days.
- A subject line that is directly relevant to the content of the message.
- A piece of the message that clearly designates the message as an advertisement.
- Further definition that a PO Box is valid for a physical postal address in your messages.
- Redefines a “person” as: “an individual, group, unincorporated association, limited or general partnership, corporation or other business entity”.
- Sets criteria allowing multiple “senders” of a commercial email, under certain conditions, to identify a single company as the sole “designated sender” of the message.
- Requires marketers to make their opt-out process easy.
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