How Your Email is Impacted by SPAM Laws
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Learn more about the anti-spam laws like CAN-SPAM and CASL. Find out how these laws impact your emails in this free 30-minute webinar. We’ll explain why opt-in lists are better for your email marketing and tips on how to create your email to avoid spam filters. This webinar is geared toward intermediate attendees.
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How Your Email is Impacted by SPAM Laws
- 2. How Your Email is Impacted by SPAM Laws Jill Bastian Jennifer Noyes VerticalResponse @VR4smallbiz
- 3. Agenda • What are spam laws anyway? • Anti-spam laws around the world • Now what do I do? • Q&A
- 4. Spam Laws • CAN-SPAM is the US law that was passed in 2003. The acronym stands for: Controlling the Assault of Non-Solicited Pornography And Marketing Act • CASL is the Canadian law that went into effect last year. It stands for Canadian Anti-Spam Legislation. • EU Directive of 2002 • Additional laws in other countries
- 5. Does this apply to me? Yes!
- 6. CAN-SPAM • Don’t use false or misleading header information. • Don’t use deceptive subject lines. • Tell recipients where you’re located. • Tell recipients how to opt out of receiving future email from you. • Honor opt-out requests promptly.
- 7. CASL • All email addresses you send to must be permission-based • All emails must contain an easy-to-find unsubscribe link • Your subject line must pertain to the content • Identify your name and business
- 9. EU Directive • Prior explicit consent should be required before sending a commercial electronic message (including email, SMS, voice, fax and other electronic forms of messaging) • An opt-out (or unsubscribe) option must be easy and clear for recipients of commercial messages • Plus individual rules in the countries
- 10. What are the penalties for violating these laws? US - Each separate email in violation up to $16,000, and more than one person may be held responsible for violations. Canada – includes criminal charges, civil charges, personal liability for company officers and directors, and penalties up to $10 million. UK – Up to £500,00 ( about $750,000) Germany – imprisonment or fines.
- 11. Page 11 | VerticalResponse, Inc. VerticalResponse Anti-Spam Policy • No purchased, rented, harvested or otherwise third party mailing lists. • Clients should only mail to people who have specifically requested info from or about their company.
- 12. So Now What? • To mail in the US you need to be straight forward in content and delivery. • To mail in Canada and Europe you need to do that plus have an opted in list. • To mail through VerticalResponse, your email addresses must be opted in and in compliance with all spam laws.
- 13. You need to know how your list was built and be able to prove how people are added to your list.
- 14. So…
- 15. If you’re - • Using an opt-in form on your website, blog, social media • Have a direct sign-up at a tradeshow, POS • Have compelling reasons to sign-up • Up front about privacy protection
- 16. You’re in compliance with anti- spam laws and VR. Good to mail!
- 17. If You’re - • Mailing infrequently • Using an older list • Not sure where it came from or how people signed up
- 18. If you’ve been mailing for a while, it should be okay to keep mailing to the list. Proof of sign-up may not be available, consider reconfirming sign up. Proceed with Caution!
- 19. If You’re - • Buying a list of bulk email addresses from an unknown source • Harvesting email addresses across the Internet • Using third-party lists • Selling/renting your customer database without prior notification and consent
- 20. Against both VR policies AND Anti-spam laws! No go!
- 21. Reminders
- 22. Things to Avoid in An Email • Avoid ‘Spam’ techniques in the subject line Free is okay but F*R*E*E is not Don’t abuse punctuation!!! No Excessive CAPITALIZATION • Keep HTML clean – Close all tags – Use <html><body> tags • Make sure your email is a balance of text and images • Know where your links go – Always link to reputable sites
- 23. Build and Keep a Great Reputation •Your list should be Opt-in, not Opt-out •Send email regularly, at least once per month •Brand your emails properly •Keep your list clean •Keep your emails relevant
- 24. VR Can Help • Use a double opt-in form – easy to set up and you’ll have proof if needed. • We keep your email compliant with the techy parts of the spam laws. • Guides to help you – • http://www.verticalresponse.com/education- support/guides/ • Design Your Email for Delivery & Response • 50 Ways to Grow Your List • The Ultimate Guide to Email Delivery • Email Delivery, VerticalResponse, and You
- 25. Resources • FTC - http://www.ftc.gov/ - search for CAN SPAM • CASL - http://fightspam.gc.ca/ • Europe – europa.eu • Verticalresponse.com/blog • Slideshare.net