The Plan or the Trash Can: An Email Marketing Guide - The environment surrounding...
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The environment surrounding email marketing described in the introduction all too often compels people to hastily lump illegal spammers together with legitimate email marketers that entered into a consenting relationship with the recipients on their list. This irritation may simply be because recipients grow weary of the emails that they signed up for or altogether forget that they signed up for them in the first place.
According to the Federal Trade Commission website, the Can Spam Act that went into effect on January 1st 2004 reserves fines of up to $11,000 for each violation that an email marketer commits. In order to protect themselves from such a financial threat and, of course, to ensure the ethical behavior of their clients, mass email distribution service providers such as CoolerEmail.com and IntelliContact.com clearly stipulate in their terms of service that all fines are the responsibility of the client, not theirs, and that all clients must be able to account for every email sent.
Being able to sleep at night if you're a legitimate email marketer dealing with thousands of recipients can easily be achieved by adopting a sound email acquisition tracking procedure. Keep both a digital and printed record of all of your online and old fashioned pen and paper sign up forms and of all the people who used them to add themselves to your email lists. In addition there should be a timestamp next to each email address to indicate time and day. All this can easily be obtained by your tech support team as they are able to export, from the site of the published form, a nicely formatted Excel sheet of the list. Of course, history logs must be obtainable to answer any audit trails of those records.
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