In today’s digitally centered world many businesses use email marketing to reach out to potential new customers. What you might not realize is there are laws associated with promoting your business or products through electronic communication. And if you fail to adhere to the laws in place you could be hit with some major penalties. The laws are part of the CAN-SPAM Act, which was signed into law by President George W. Bush in 2003. We will use this article to tell you what you need to know about the CAN-SPAM Act so you can make sure your business remains compliant.
- Label Your Emails Honestly
The first part of the CAN-SPAM Act focuses on honesty in the “To,” “From,” and “Reply To” labels within the email. The law wants to make sure you accurately name your business name and that the email includes the person’s name that you are sending the email to.
- Don’t Write A Deceptive Subject Line
You also need to include an honest subject line in your email. Including an untrue statement just to get people to open your email can get you into big trouble. Always make sure the subject line accurately reflects the content of the message.
- Identify Your Email As An Advertisement
The CAN-SPAM Act requires you to let email recipients know that what you are sending is in fact an advertisement for a product or service. However, they do give you a fair amount of leeway on how to do this. Many email service providers require you to have permission from recipients before you are able to send an email using their service.
- Let Recipients Know How To Contact You
Another of the requirements you need to know about the CAN-SPAM Act is that you must give a postal address in the email so recipients know how to contact you. This helps show them that your business is legitimate.
- Allow Consumers The Option To Opt-Out
Your email also needs to include an easy way to opt out from receiving future emails. Many businesses do this by providing a link to unsubscribe at the bottom of the email.
- Honor Opt-Out Requests Quickly
You also need to honor any recipient’s opt-out request within at least 10 business days. You also can’t charge a fee or require them to give you any other information besides their email address and their desire to opt out of receiving future emails.
- Closely Monitor What Others Do On Your Behalf
The final piece of information you need to know about the CAN-SPAM Act is that even if you hire an outside company to handle your email marketing, you are still legally responsible for complying with the law. If the law is broken you will still be legally responsible for any penalties that are incurred.