It’s everyone’s favorite application. Since its introduction, it has revolutionized the way we communicate, both personally and professionally. It has had a major impact on how companies market themselves, communicate with vendors, send out press releases, rally employees and alert clients to their latest and greatest promotion. The ease, low-cost and speed of e-mail in marketing is the biggest reason why our inboxes are overflowing with spam.
In response to the ubiquitous outcry, “I hate spam,” governments have crafted new regulations surrounding the use of e-mail; and if you are one of the millions of companies using it for marketing, then it’s important that you familiarize yourself with these laws. But the danger doesn’t stop there…
Even if you don’t get caught by the authorities for violating the rules of e-mail usage, you can still end up on a blacklist with the major ISPs such as Yahoo!, AOL, and MSN. Once you get blacklisted, you are considered guilty until proven innocent, and ALL the e-mail you send won’t get through, even to people who want to receive it—a consequence that could end up hurting your business more than a fine.
So what are the basic guidelines of e-mail marketing?
First and foremost, make sure you are only sending e-mail campaigns to people who have solicited (requested) to be on your distribution list. This is called “opting-in” or subscribing, and e-mails sent to these folks are considered “solicited e-mail.” You are perfectly within your rights to send them messages; but if you got their e-mail address by any other means and they did NOT specifically request to be on your list, that is “unsolicited e-mail” or spam.
Sending promotional e-mails to people who have not requested it can be illegal, but certainly annoying…so don’t do it!
Next, make sure you provide directions on how a person can remove themselves from your distribution list in EVERY e-mail. The best place to put this information is at the very bottom of your message. You should also include your full company name and contact information at the bottom so no one can blame you for cloaking your identity—which is in violation of the CAN-SPAM Act.