Marketing: Email Compliance – Part 1

with Pamela Muldoon

The CAN-SPAM Act was enacted in 2003 to protect consumers from unsolicited, malicious emails. In Part 1 of our Email Compliance series, Anne and Pamela discuss the foundations of commercial email standards, and how to make sure your messages adhere to the seven main requirements of this important law.



Takeaways

Quick Concepts from Today’s Episode:

  1. Rules of the SPAM-CAN Act of 2003

  2. Unsubscribe compliance

  3. A visible and operable unsubscribe mechanism is present in all emails.

  4. Consumer opt-out requests are honored within 10 business days.

  5. Opt-out lists also known as suppression lists are used only for compliance purposes.

  6. Content compliance

  7. Accurate “From” lines

  8. Relevant subject lines (relative to offer in body content and not deceptive)

  9. A legitimate physical address of the publisher and/or advertiser is present.

  10. A label is present if the content is adult.

  11. Must make it clear that the email is an advertisement

  12. Sending behavior compliance

  13. A message cannot be sent without an unsubscribe option.

  14. A message cannot be sent to a harvested email address.

  15. A message cannot contain a false header.

  16. A message should contain at least one sentence

  17. A message cannot be null.

  18. Unsubscribe option should be below the message.

  19. If you violate the regulations of the CAN-SPAM Act, you can be subject to a fine of up to $43,000.

  20. You can use other domains that you own to send emails from. (Ie Anne@voboss.com, Anne@vopeeps.com)

  21. Using an Email Service Provider helps ensure compliance.

  22. If someone has opted out of your list, you have to ensure you never email them again, or share their email address in any form.


Referenced in this Episode

Direct links to things we brought up ++


Full Text of the CAN-SPAM Act of 2003
Summary of the CAN-SPAM Act of 2003
Visit Pamela Muldoon’s Website
Badass Editing By Carl Bahner
Recorded on ipDTL

Transcript

>> It’s time to take your business to the next level, the BOSS level! These are the premier business owner strategies and successes being utilized by the industry’s top talent today. Rock your business like a BOSS, a VO BOSS. Now let’s welcome your host Anne Ganguzza.

Anne: Hey everyone, welcome to the VO BOSS podcast. I’m your host, Anne Ganguzza, and I’m here with marketing maven, content queen Pamela Muldoon. Hey Pamela, how are you?

Pamela: Hey Anne, I’m fantastic. I’m a maven, for goodness’ sake. I can’t get any better than that.

Anne: That’s right, it doesn’t get any better than a maven.

Pamela: That’s right.

Anne: A magnificent maven.

Pamela: Alliteration. You got to love it.

Anne: Magnificent Muldoon Maven. There you go.

[both laughs]

Anne: So Pam.

Pamela: Yes.

Anne: We’ve been talking to our listeners about email, all sorts of tips and tricks for sending communication and content out to your potential clients.

Pamela: Yes.

Anne: I think one thing that we really need to cover, and it’s not often a pleasant topic that people like to hear about, but email compliance, and that’s super, super important, especially when you’re first starting out and marketing, you want to make sure that you’re compliant in sending emails to your potential clients, because you certainly don’t want to incur any legal fines or anything of the sort, but you also don’t want to turn off your potential client, right?

Pamela: And this is, it’s a big topic. Even as we get started on this path, I think for the most part our intentions are always noble, and we don’t mean to do something out of sorts, right?

Anne: Exactly.

Pamela: Knowledge is power. Just being aware and being, you know, having that information in front of you in terms of what you should and should not do. I think you’re going to find that you’re probably doing all of these things, or your email service provider is making sure that you do all of these things.

Anne: Yes.