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
1.
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
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.
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
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
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