Legal Issues for Email Marketing
Email marketing, when handled correctly, can be quite lucrative for the company conducting the campaign. If it's handled improperly however, it can have devastating results and actually may damage an otherwise stellar reputation.
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Identification
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The majority of the email marketing campaigns sent out on a daily basis do not meet the minimum requirements set forth by the Federal Trade Commission. These unsolicited emails not only annoy the recipients but also clog networks and have been known to cause network outages.
Opt-In Only
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Make sure the email list you compile is 100 percent opt-in. An opt-in email list is one in which a user has specifically requested that you send him emails. You also must comply when a user requests that his email address be removed from your list.
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Outsourcing
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If you are outsourcing your email marketing campaigns, it is your responsibility to ensure that you are dealing with a reputable company. Claiming that you outsourced your mailing will not be accepted as an excuse if laws are broken. Do your homework and make sure the company stays in full compliance of the laws.
Don't be Deceptive
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Avoid any type of deception, such as falsifying email headers and using misleading subject lines to entice opening of the email. Penalties are severe for those who violate the laws, including heavy fines.
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References
- Photo Credit email alias symbol image by Pei Ling Hoo from Fotolia.com
