Now I'm a direct marketing somebody (loose homage to The Jerk)!
BtoB Magazine published an update about these new rule provisions last week and here's a summary. These rules clarify what's expected from marketers and make it easier for people who opt in to later opt out:
The opt-out process must be streamlined so people can unsubscribe in one click; marketers can't ask for additional information or a fee during the opt-out process.
P.O. boxes are now valid as the physical address that must be displayed in e-mail messages.
CAN-SPAM applies to businesses as well as individuals by defining the word "person" as "an individual, group, unincorporated association, limited or general partnership, corporation or other business entity.
The final rule relates to multiple-sender e-mails—commercial e-mails that are sponsored, contain advertising, or are written and sent by multiple companies or individuals. In the past, it wasn't always clear who was responsible for removing opt-outs from the mailing list. Under the new provision, one company is designated the sender and has full responsibility for removing that e-mail address.
We're quite compliant with the CAN-SPAM rules when it comes to our own direct marketing and the direct marketing on behalf of our services clients.
If you've got questions about your direct marketing campaigns, give us a call.
Post by Kevin Grossman
Labels: CAN-SPAM, direct email, direct marketing, list rental program