I received an email from the ExactTarget company this week that details new
changes coming from the CAN-SPAM Act of 2003. These changes could affect your
blog right now.
What is Changing on July 7th?
** Any unsubscribe process can request only the recipient's email address and
any opt-out preference changes associated with their subscribed email address
** Any unsubscribe process that requires a recipient to provide more
information, or interact with more than a single web page, is prohibited.
If you handle your own email processes then you need to take a few minutes and
familiarize yourself with these new rules. The CAN-SPAM Act is not something
you want to stay ignorant about.
Do you know if you can use a Post Office Box as your address of record when
sending out emails? Who is liable if you make a mistake and a customer takes
you to court? Will you be liable or will you get it right?
As of July 7th, 2008 the CAN-SPAM Act of 2003 will require that any and all
unsubscribe processes be unencumbered by passwords or login requirements.
I know many people are using email services like Exact Target, Constant Contact
and other email services. But, if a mistake is made are they held liable or are
** A password cannot be required to unsubscribe.
** A user must not have to send more than one email message, or interact with
more than one internet web page.
** A user must not have to provide any information beyond his/her email
Do you know if you are sending out a "transactional or relationship message?"
What is the difference and why should you care? What happens when one of your
customers decides to forward your email to a friend?
ExactTarget knows the answers to these questions and they have the
full text of the May 2008 Rule Update. Al Iverson and Chip House
of Exact Target have created a
CAN SPAM: FTC Rule Updates Webinar to make the process easy for
you and to help you get the answers you need so you don't go to jail or have to
pay out millions of dollars because you didn't know the rules.
Go here to get the FULL details from
ExactTarget has the ability to help you with your email marketing campaigns and
help keep you above the law. Even if your email campaigns aren't challenged in
court, the bad press you may receive could hurt your web business. Stay on the
good side of the law.