CAN-SPAM Guide

Most companies are relying on email marketing to create brand awareness of their products and service and win more sales for their business. Many marketing professionals know how to run their email marketing campaign, but they might not be aware of federal compliance guidelines that are in place to protect the consumer.

Marketing professionals must know about CAN-SPAM Act that was enforced in the United States that contains several guidelines you must follow while sending a commercial message or an email to any individual.

 

What is CAN-SPAM?

CAN-SPAM stands for Controlling the Assault of Non-Solicited Pornography and Marketing. This act was passed in the year 2003 in the United States that sets rules for commercial email, and messages, provide recipients with right to have a business stop emailing them, and also outlines penalties for those who violate the law.

What messages are covered by CAN-SPAM?

CAN-SPAM covers all commercial electronic messages plus emails with the primary purpose of commercial advertisement or promotion of a commercial product or service. This includes emails that promote website content.

Why do businesses need to comply with CAN-SPAM?

If any company violates the CAN-SPAM will have to face a hefty fine imposed on them as per this act. Besides, complying with CAN-SPAM can help companies to deliver their messages to the inbox. And meeting all the CAN-SPAM requirements can improve their sending reputation and help lower spam reports.

What are the CAN-SPAM requirements?

The CAN-SPAM act demands commercial emails to meet the following criteria:

  • Accurately identify the sender in the header information
  • Correctly write the subject line that exactly defines the content of the email sent
  • You need to provide an option to the recipient to opt-out when they need it. Here you need to ensure subscriber need not login or visit more than a single page to unsubscribe
  • You need to process the opt-out request promptly within 10 working days.

What is considered a transactional message?

Messages that facilitate an already agreed-upon transaction or updates the customer about an ongoing transaction are treated as a transactional message. For example, if any customer orders a product from an e-commerce website, the owner of the e-commerce business sends a receipt through email is treated as a transactional message.

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