Tuesday, August 24, 2010

If I start sending e-mail messages to prospects, will I need to worry about CAN-SPAM?

The CAN-SPAM Act of 2003 covers all e-mail whose primary purpose is advertising or promoting a commercial product or service, known as commercial e-mail. The Act defined requirements for commercial e-mail senders (including penalties for spamming) and gave e-mail recipients the right to request removal from an e-mail list.
For more detailed information, visit the Federal Trade Commission CAN-SPAM web site:http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm.
Here are some of the highlights of CAN-SPAM;
1. Deceptive subject lines are not allowed. Be sure the subject line matches the content of the e-mail.
2. "From" lines and other Internet header information must be accurate. Send the e-mail from a real address and be consistent--always send from that address.
3. The e-mail must contain a clear and conspicuous opt-out notice. Even if e-mail is free to send, you still don't want it going to those who don't want it.
4. An opt-out request must be honored promptly. You have 10 days to remove someone from your e-mail list; however, we suggest acting immediately on the request.

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