As part of the United States federal CAN-SPAM Act, which went into effect January 1, 2004, emails have to conform to many regulatory rules. According to the FTC web site, you could be fined $40,654 per each offense. (Each email address could be counted as separate offense.) You should read through the CAN-SPAM Act compliance rules. Olafe highly recommends that you consult with your attorneys to discuss your particular business practices.
Here are some basic guidelines:
- Never use deceptive headers, from-names, reply-tos, or subject lines
- You must always provide an unsubscribe link
- Remove recipients from your list within ten business days
- The unsubscribe link must work for at least 30 days after sending
- You must include your physical mailing address
Olafe recommends that you use an email sending service to send all of your non administrative emails to your customers. Email sending services charge for their services and expertise, but the value they bring will greatly enhance your efforts. Email service providers (ESP):
- Enforce compliance to many different regulations
- Will make sure that you avoid using words which can mark your email as SPAM and prevent your message from being delivered
- Mitigate your domain name, your company image and brand, from being banned for sending emails because of SPAM
- Will make sure that the message you send is visible in many different email viewing interfaces
- There are over 250 different clients and the list grows every day
- This makes sure that your message looks professional and will be readable by your existing and potential customers
- Will track your customer's interaction with your email campaign
- You will learn what works and what doesn't for your business or campaign
Some of the more popular email sending services are listed below:
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