Keeping Up With the New CAN-SPAM Rules

As of July 7th, 2008, the Federal Communications Commission has enacted stricter policies regarding SPAM in the online market place. At $11,000.00 per infraction, you’d better take notes.On the first day of 2004, the CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing) Act of 2003 was put into motion. This act had many requirements, including restricting senders from using “from” names that were different from their company name, not allowing the use of misleading subject lines, listing physical addresses in each email, and requiring the use of an Opt-out process.Commonly referred to in the industry as the YOU-CAN-SPAM Act, the bill does not actually Multisender require e-mailers to get permission before they send marketing messages (a frequent misconception). However the new rules do place more restrictions and requirements on direct marketers, so be sure your email campaigns take notice of the new law:

– Under the new terms of the CAN-SPAM Act, the opt-out process must be streamlined so recipients can opt-out of your messages in one click. You can no longer ask for additional information (such as re-entering your email address or asking to opt – in to other messages), or charge a fee to opt-out (who the hell did that anyways?). While you previously had to list the physical address the message owner did business from, you may now list PO Boxes at the bottom of each message and still be CAN SPAM compliant. The third rule clarifies one of the 2003 policies; re-defining the word “person” to include “an individual, group, – In today’s world of integrated advertising; it’s not uncommon to see multiple companies’ piggy-backing on each other’s direct e-mail campaigns with multi-sender e-mails. This often leads to confusion over whom should be removing the opt-outs and keeping the campaign CAN SPAM compliant. Under the new provisions, only one company is designated the sender and has the full responsibility of removing names and maintaining compliance with the new rules.

How you choose to conduct your email marketing programs is entirely up to you. But at the rate of $11,000.00 per email that is not compliant with these rules, you’d better take notice.Compass Direct is an an environmentally conscious, full service direct marketing agency founded with the mission to provide smarter marking solutions to the small business owners of today by marketing to the WHEN… individuals that have just experienced a significant life changing event and have the highest propensity to need certain products and services.