Never Send Spam Emails
Writing a sales email is one thing. Sending the email is something altogether different. Despite laws that are designed to protect cybercitizens from spammers, spammers still abound. They risk fines, and even jail time, yet they persist in spamming cybercitizens.
Because of this, the CAN-SPAM Act of 2003 was passed, and went into effect on January 1, 2004. This is a law that affects anyone who sends commercial email. Failure to comply with this law can result in up to $11,000 for each incident. That can add up to a lot of money.
You probably have no intention of sending spam messages, and you therefore may not think that this law is important to you. It is important, however, because there is a section of this law that you must adhere to with each email that you send out.
The law basically states that:
- You must not use false or misleading header information. This means that the ‘from’ and ‘to’ fields of the email must be accurate. You cannot use a false name, or make it appear that the email came from anyone other than yourself. This should not be a problem if you are using an autoresponder service.
- You may not use deceptive subject lines. This portion of the law basically states that you can’t use the subject line to make the recipient think that the email is something other than what it is.
- You must provide the recipient with a method for opting out. This means that you need to provide instructions for unsubscribing from your list. This can either be an email address used for unsubscribing, or a website link for unsubscribing. Most reputable autoresponders will automatically add this information at the bottom of the email, but you need to be sure of that.
Furthermore, the unsubscribe link must be functional for at least thirty days from the date that you sent the original email, and you have ten days to honor the unsubscribe request. Again, a good autoresponder will handle all of this for you.
- You must supply a valid physical postal address in the email. This is typically added at the bottom of the email, and is usually done so automatically if using a good autoresponder. Note that you may not use a post office box for the address. It must be either your physical address, or the physical address of your company.
Number four on this list is the one that applies to everybody, even though you won’t be sending out spam messages. Even failing to add your address can cost you $11,000 per instance, if you are reported.
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' You are receiving this email because you or someone using your email address has requested it. You can choose not to receive email from us by visiting http://unsubscribe.com.
This is a commercial email from XYZ Company, 123 Any Street, Any Town, State, Zip Code, Country. '
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It is really easy to be CAN-SPAM compliant, and again, a good autoresponder will ensure that you are. If for some reason you must be CAN-SPAM compliant manually, make sure that you include information for opting out, and your physical address at the bottom of each message. Here is an example.
There is a great deal more to this law, and you can find additional information through the FTC website at: http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.shtm.
The good news is that the FTC doesn’t state where this must be located in the email. Again, put it at the bottom. Be sure to put the unsubscribe statement just under your signature, but you can hit the ‘enter’ key several times to force the commercial email statement and address to appear well below the rest of the email. Some marketers worry that the commercial email statement detracts from the ‘personal feel’ of the email.
Make sure that you visit the FTC website to read the entire law. This law applies to marketers, but it also applies to anyone who sends out adult related email. It also defines the law regarding methods used to send email out to people. It is very important that you read this law.
Remember that sending spam will not only make you look bad, ruin your reputation, and result in fines and potential jail time, but it also makes marketers around the world look bad.
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