If you're a client of ExactTarget, you definitely are. But even so, there's some practical steps you can take to make sure you don't ever cross that easily-blurred line of being non-CAN-SPAM complaint. First, what is CAN-SPAM? CAN-SPAM is the popular name for the U.S. law regulating commercial email that went into effect on January 1, 2004. The real name is the Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 (mouthful!).
CAN-SPAM requires that all commercial emails include a viable Internet-based opt-out mechanism, which must be active for a minimum of 30 days after you send the email.
Second, how does it work? You must display your company's physical mailing address within the body of your email. ExactTarget's application automatically checks for both the return email address and unsubscribe link before the system can send the email. Also, if a subscriber receives an unsolicited email (which we do not allow), CAN-SPAM also requires a clear and conspicuous notification that the email is an advertisement or solicitation.
In addition, and per CAN-SPAM legislation, marketers cannot do the following:
Second, how does it work? You must display your company's physical mailing address within the body of your email. ExactTarget's application automatically checks for both the return email address and unsubscribe link before the system can send the email. Also, if a subscriber receives an unsolicited email (which we do not allow), CAN-SPAM also requires a clear and conspicuous notification that the email is an advertisement or solicitation.
In addition, and per CAN-SPAM legislation, marketers cannot do the following:
- Use a false or misleading From Name.
- Use a subject line that masks the purpose of the email.
- Harvest email addresses off the Internet.
- Launch dictionary attacks.
- Use open relays to send email.
We recommend the following steps for compliance:
- Manage unsubscribes within 10 days of a send and enforce them across your entire enterprise.
- Capture opt-in (affirmative consent) to remove labeling requirements.
- Ensure that subject lines are not deceptive or misleading.
Because of the growing awareness of CAN-SPAM legislation and the diminishing tolerance of consumers for unsolicited mail in their inboxes, sending unsolicited email puts your brand and company at risk. Even though a recipient may open an email and not complain the first time, that recipient still has not given permission until he or she has opted in to your correspondence. Repeated unsolicited emails can lead to complaints, which is the number one cause of email blocking at ISPs.
For information on CAN-SPAM compliance, read ExactTarget's CAN-SPAM Compliance System Guide.
For more tips about email deliverability, check out ExactTarget's deliverability strategies.
Comments for Are You CAN-SPAM Compliant?
blog comments powered by Disqus