Do you think business gains are achievable through email marketing? Did you ever use it for your online business? If you are a seasoned businessperson, you must have used it. What most of people like you forget to follow knowingly or unknowingly despite having so many years of experience in internet marketing is complying with the sets of CAN-SPAM rules for commercial email marketing.
What are the sets of CAN-SPAM rules?
As the name reflects, it appears that email marketers are free to spam inbox of recipients. But, the rules of CAN-SPAM contradict it and do stand to be defensive against the act of spamming. The CAN-SPAM Act which was passed in 2003 and Controlling the Assault of Non-Solicited Pornography And Marketing is its full-name does not approve bulk emailing. It ‘covers all commercial messages, which the law defines as “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,” including email that promotes content on commercial websites. The law makes no exception to business to business email.” It means all emails have to comply with the law, be it a message to a former customer announcing launch of a new product or the like. However, it exempts transactional and relationship messages.
By laying out the rules, what does this CAN-SPAM law want marketers and business owners to follow? Don’t worry; this law just wants them comply with three very simple and easy-to-follow guidelines. They are: option to unsubscribe, presentation of good content type, and sending behavior.
A ‘don’t care attitude’ is a prevalent among marketers and business owners despite this law, which is why a blatant violation of the CAN-SPAM Act has been made as subject to penalties of up to $16,000. As a result, the number of non-compliance has come down drastically. But, following the guidelines of this law is very simple. Here is a rundown of the requirements of the CAN-SPAM law.
i) Write valid physical postal address in every email being sent.
ii) Offer obvious and clear option to unsubscribe or opt out of every email being sent.
iii) Use clear “From”, “To”, and “Reply to” along with originating domain name and email address to easily identify the source of the message sender.
iv) Keep a close tab over the email marketing activities being performed on your behalf by an internet marketing agency, which might often tend to not comply with the law.
i) Don’t use tricky and illusionary subject line in place of accurate one reflecting the true content of the message.
ii) Don’t sell or transfer email addresses to anyone for monetary exchange.
iii) Don’t complicate the process of unsubscribing.
iv) Don’t charge a fee from a recipient and nor ask for any other personal information than email address.
In this highly competitive atmosphere, businesspersons are being reported every day to have been taking to various tricky and haywire ways, resulting in never fulfilling targets of neither of the senders and the recipients. If they work responsibly, a little communication via email can initiate a smooth process of building relationship between them and the recipients of their emails.