New email newsletter guidelines
We just got an email from Circulation Management that talks about the new CAN-SPAM rule provisions:
- An email recipient cannot be required to pay a fee, provide information other than his or her email address and opt-out preferences, or take any steps other than sending a reply email message or visiting a single Web page to opt out of receiving future email from a sender.
- The definition of “sender” was modified to make it easier to determine which of multiple parties advertising in a single e-mail message is responsible for complying with the Act’s opt-out requirements.
- A “sender” of commercial e-mail can include an accurately-registered post office box or private mailbox established under U.S. Postal Service regulations to satisfy the Act’s requirement that a commercial e-mail display a “valid physical postal address.”
- A definition of the term “person” was added to clarify that CAN-SPAM’s obligations are not limited to natural persons.
Read the rest of the article here, or you can read the official press release from the FTC.
The Direct Marketer’s Association is hosting a teleconference for it’s members on May 16th regarding the new CAN-SPAM rules.
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