Email marketing is a very effective way of reaching your
target market. It is less expensive than other marketing
methods, whilst allowing you to reach huge volumes of
potential customers. In fact, by 2008, it is expected to be
the most used method of advertising. Are you aware of the
various email marketing laws that are in effect throughout
the United States and other countries? It is important
that you take the time to educate yourself on this topic
before you proceed with an e-mail marketing campaign, 36 of
the 50 U.S. states have privacy laws in place regarding
e-mail marketing tactics. There are also laws in Europe,
Australia, and Asia. Larger businesses will often retain
the services of a specialist lawyer. But for the small
business it is usually just sufficient to make yourself
aware of the law, and how they affect you.
The CAN-SPAM Act was implemented in the United States to
protect the privacy of consumers on January 1st 2004.
CAN-SPAM is short for controlling the assault of
non-solicited pornography and marketing act. The act
prohibits the use of misleading to and fro headers in the
email. Marketers are required to include their physical
address in the email (this can be a registered office).
There must also be an opt out link in every email, giving
the consumer the ability to request removal from the
senders list. The sender is required to remove the consumer
from their database within 10 working days. Any email
containing sexual content must be clearly identifiable
before the recipient opens it. Marketers must obtain
permission from the consumer in order to sell their email
address.
Internet regulators are getting much tougher on marketers
who violate these laws. They are imposing massive fines,
and in some cases jail sentences of up to five years. These
harsher regulations are to protect the users of the
internet and mail services, who felt their privacy was
being violated as their email continued to be clogged up
with hundreds of unsolicited emails that were being
randomly sent, with no particular target market in mind. As
the use of email marketing continues to grow we can expect
the regulations to be futhur enforced.
In addition, marketers who continue to send email marketing
messages to consumers who have requested to be removed from
their list may well decide to sue. This can be very scary.
The law does however protect you also. You will not be
found liable if a spammer has used your business as a
cover, as long as you are unaware of the situation. You are
also not liable if a virus is found in your marketing
emails, just so long as you did not place it there, or know
it was there, prior to sending out the emails.
The Coalition Against Unsolicited Emails is a non-profit
organisation helping consumers to know their rights, to
stop unfair email marketing practices, and also to provide
businesses with answers to their questions before they
engage in such activities. They also work closely with
members of Congress to get laws passed that will be in the
best interests of both consumers and business. Their
website is a great place to get information www.cauce.org
Email marketing is a great opportunity to keep your
business in the mind of the consumer, as well as
encouraging them to make fresh purchases. However, it is
important that you abide by the regulations and stay within
the bounds of the law. Whilst most businesses do this, many
don't, others just simply are not educated and aware in the
legislation, and so break the law unintentionally (no
excuse in law). The Internet is a great place to get
information regarding these laws and fair email practices.
Check regularly for any updates. Keep within the
legislation and your business will stand out and grow
accordingly.
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Chris Haycock is an information publisher, specialising in
helping others set up and run their own profitable internet
business. For more information on the above, and to get an
absolutely no cost two hour business video, why not go now
to http://www.easyebizz.com
