Considering that research studies indicate email marketing’s average ROI is $44.25 for every $1 spent and can impact the purchase decisions of 68% of millenials, it goes without saying that emailers can be imperative for your brand’s growth. However, did you know that spam accounts for approximately 45% of emails, which costs businesses nearly $20.5 billion every year? As a result, the Federal Trade Commission (FTC) has set guidelines to ensure email marketing practices do not harass consumers, which is further underscored by the CAN-SPAM Act – non-compliance can result in hefty fines. For example, in 2017, three Florida-based marketers, who were accused of spam emails, and had to pay $500,000 to settle FTC charges.
What Is The CAN-SPAM Act?
In December 2003, the CAN-SPAM Act – also known as ‘The Controlling Assault of Non-Solicited Pornography and Marketing Act’ – was passed, which dictates the following key guidelines surrounding email marketing –
* You cannot email recipients who have opted out of communication previously
* You must remove email IDs of those who have opted-out within 10 business days
* Emails sent must always have an easy “opt-out of all future emails” option for consumers
* Emails sent must include a physical address of the sender (business / individual)
* “Email From” / “Reply To” / “Routing Information” needs to identify your business honestly
* Subject lines cannot be misleading or deceitful
* Acknowledge if an email is an ad – you can simply add a small text line at the end of your email that says, “This ad was sent by XYZ business”
Penalties for non-compliance are calculated on a per-email-sent basis – fines can rise up to $41,000 per each violation!
Why Is The CAN-SPAM Act Still Relevant?
CAN-SPAM compliance is a critical step for email marketers – it prevents any business or individual sending out emails to avoid an abysmal cost due to violation-related fines. Furthermore, with new guidelines such as GDPR and the California Consumer Privacy Act coming into play, maintaining sound email hygiene is a crucial habit to develop at the earliest, irrespective – compliance is no longer an option; it is compulsory.
How To Make CAN-SPAM Compliance Easy?
Compliance can actually be automated thanks to technology available in the market. For example, Constant Contact is a user-friendly platform that helps many marketers around the world design and disseminate emailers; this platform even helps with compliance in the following manner –
* Constant Contact allows you to add unsubscribe links
* Constant Contact allows you to add a physical address that is actually visible enough
* Constant Contact records and stores opt-outs
Looking At The Bright Side
Email marketing is a necessary evil – in spite of the many daunting nuances surrounding compliance, it is still one of the most rewarding online marketing channels at a brand’s disposal, making it a tool you simply cannot ignore. Furthermore, truth be told, having a solid, healthy email marketing list is actually going to prove to be an asset for your company, which is all the more reason to invest in planning it the right way – it ensures your communication reaches the right audience, builds an honest relationship with them and offers them a satisfying customer experience.
Pure Design Solution has substantial experience in helping many brands construct targeted email campaigns that are compliant with all sorts of guidelines – if you would like help in this area, feel free to contact our team of seasoned experts right here and we’ll have you covered in no time! At the moment, we also have a special offer in association with Contact Contact, which you can find more details about right here.
Sources:
* www.unsubcentral.com/2018/12/17/can-spam-2019/
* www.unsubcentral.com/the-email-compliance-handbook/
* www.forbes.com/sites/forbesagencycouncil/2018/06/06/is-your-email-marketing-compliant-with-the-can-spam-act/#6f2a55c132d0
* https://dsim.in/blog/2018/09/29/15-stats-probably-didnt-know-email-spam/
* www.propellercrm.com/blog/email-spam-statistics
* www.ftc.gov/news-events/press-releases/2017/03/ftc-settlement-bars-spam-email-marketing-baseless-weight-loss
