Tips & Tricks

What is CAN-SPAM Act ?

The CAN-SPAM Act, a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.

One of the most widely used marketing tool used by most of B2B companies today is email marketing. Regardless of business size, each and every company in B2B sphere is aware of email marketing advantages and aims to get benefited. Advantages for which it is so much in demand are that it is inexpensive, customizable and most importantly that it can be targeted to fit every aspect of customer list. However, its not that easy to excel through the whole process, until you are aware of all CAN-SPAM Act rules and guidelines.

So, before you just start throwing emails to a target audience, you should be well aware about Can-SPAM act 2003. The law was signed by President George W. Bush on December 16, 2003. It was the first national standards for the sending of commercial e-mail and requires the Federal Trade Commission (FTC) to enforce its provisions. The law was created to protect recipients from unsolicited & inappropriate email messages cluttering up in their inbox.

One thing every marketer need to understand is; that the CAN-SPAM Act doesn’t apply just to bulk email. It covers all commercial messages, which the law defines as “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service”.

Non-compliance can be a costly affair, as each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $16,000. Carrying out an email campaign as per CAN-SPAM Act guidelines isn’t complicated at all.

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