Before you embark on your next email marketing campaign, be sure you are up-to-date with the anti-spamregulations. The Federal Trade Commission (FTC) has recently updated the rules in the CAN-SPAM Act of 2003. The new changes include the following:
1) You can’t require a subscriber to pay a fee, provide more information other than an e-mail address and opt out preferences, or take steps other than sending a reply e-mail or visiting a single Web page.
2) The definition of “sender” was clarified, in the case of more than one advertiser being part of a single e-mail.
3) The CAN-SPAM Act requires a valid, physical postal address. A sender can now use a U.S. Postal service post office box or a private mailbox address to satisfy this requirement.
4) The term “person” was clarified so as not to limit the Act to natural persons only, but also to businesses and automated mailing services.
Remember that the CAN-SPAM rules apply to each single piece of e-mail communication sent from your organization. Make sure your employees are aware of the rules and how they apply to your business.
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