Spam email-compliance

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  • jh
  • Spam email-compliance

    1. 1. case Study: spam compliant email marketing <ul><li>Benin Brown </li></ul>
    2. 2. Spam: A primer <ul><li>Spam could easily be the most misunderstood piece of Internet legislation in existance. </li></ul>
    3. 3. What is Spam? <ul><li>Spam is commonly known as unsolicited electronic mail that is sent in bulk. </li></ul>
    4. 4. The CAN-SPAM Act <ul><li>Doesn’t just apply to bulk unsolicited email, but all commercial messages, </li></ul><ul><ul><ul><ul><li>“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” </li></ul></ul></ul></ul>
    5. 5. exceptions <ul><li>The CAN-SPAM Act does not apply to transactional or relationship messages. </li></ul><ul><ul><ul><li>Transactional messages are defined by the CAN-SPAM Act as any message that’s &quot;facilitating, completing or confirming a previously agreed upon transaction.” </li></ul></ul></ul>
    6. 6. Marketers can spam <ul><li>So long as the marketer: </li></ul><ul><li>Accurately identifies themselves </li></ul><ul><li>Does’t use deceptive subject lines </li></ul><ul><li>Identifies the message as an ad </li></ul><ul><li>Provides the senders physical address </li></ul><ul><li>Tells recipients how to opt </li></ul><ul><li>Honors opt out requests within 10 business days </li></ul>
    7. 7. cost of non-compliance <ul><li>Each separate violation of the CAN-SPAM Act is subject to penalties of up to $16,000. </li></ul>
    8. 8. spam & the 1st amendment <ul><li>Freedom of speech does not apply to spam and probably should not be applicable </li></ul>
    9. 9. Is spam criminal? <ul><li>Spammers are not held criminally liable </li></ul>
    10. 10. legally spamming for profits <ul><li>Background </li></ul><ul><li>BWB Fantasy Sports Inc. is a premium online content portal operating the in fantasy sports market. </li></ul>
    11. 11. The numbers: Current <ul><li>We currently spend 4K/month on Google Ad Words </li></ul>
    12. 12. Proposition <ul><li>New product offering </li></ul><ul><li>Individual Player Cheat Sheets-$5 </li></ul><ul><li>Available to current membership base and general fantasy sports enthusiasts </li></ul><ul><li>Email marketing will be the marketing tactic of choice </li></ul>
    13. 13. Why email marketing <ul><li>Email marketing will offer more than twice the ROI we could get with PPC </li></ul>
    14. 14. Staying compliant <ul><li>To stay compliant we will: </li></ul><ul><li>Indicate in the subject headers of our emails that the email was an advertisement. </li></ul><ul><li>Accurately reflect who we are which is BWB Fantasy Sports Inc. </li></ul><ul><li>Provide an unsubscribe button and promptly adhere to all unsubscribe requests </li></ul><ul><li>Provide our physical address </li></ul>

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