Back in 2003, the CAN-SPAM Act was introduced to the marketing world and was really the first attempt by the country to regulate the sending of commercial email. Backed strongly by the FTC, the CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing Act) provides the mail recipient a way to basically say, "Hey, I don't want these emails. Stop sending them!" If that recipient still receives mail, or if other deceptive practices are continued, then penalties can ensue ranging from fines to jail time.
So when the CAN-SPAM Act first came into play, there was a noticeable rumble in the world of internet marketing. Some even thought of the law as the potential end of email marketing. However, I truly believe it SAVED the email marketing process, and here's why:
To use an analogy, I am really not a great cook. I'm basically Gordan Ramsay's worst nightmare. Say I was wanting to cook dinner for my kids tonight, and I thought since they like chicken, I'll make a chicken dish. Sounds easy, right? So I go online and Google some recipes. The results are pages and pages of chicken nomenclature that I am still trying to decipher. Baked Chicken. Broiled Chicken. Pan Fried Chicken. Batter Fried Chicken.....UGH! Now I am more confused than before and odds are, I'll grab my credit card, toss the kids in the minivan, and drive up the road to load up on Happy Meals (the chicken finger kind of course!).
What I am getting at is this: Targeted and easy to find information is much more effective than being overpowered with more options than you care to handle. If I'm an email marketer, would I rather compete with thousands of emails vs.a handful? As an email recipient, would I be more receptive to a short list of pertinent emails that I actually WANT to read, or rather page after page of fluff detailing ways I can restore my receding hair line? (Side note, if anyone has any proven remedies for that, I am all ears!)
So, while initially the SPAM-ACT may have been ill-received (and granted it still has its glaring holes), I can't imagine what email marketing would look like today if it wasn't in existence. It isn't the end all be all, but it is one step taken to really help control the uncontrollable.
If you do plan to market via email, Rule # 1 is to make sure you fully understand the laws. Tricking people into reading your emails or trying to run a blatant scam is not only ill-advised, it's illegal. Also, If you don't really know what "Suppression Files" or "Subject Lines" are, you should definitely do your research before doing any sending. Please make sure to see your current affiliate manager here regarding your Credit.com Affiliate Program account if you want to email our offers or have any questions. We do have debt, credit cards and credit reports available to promote via email, so don't hesitate to work closely with us to ensure compliance.
Now if you would excuse me, I just got an email that needs my IMMEDIATE attention... apparently, there is a certain wealthy individual in Zimbabwe that wants to share his riches with me! All I need to do is send him my social security number and my banking information and he'll wire me money! Wow, sounds like a can't lose situation;) (Disclaimer: I am being sarcastic-- it's a scam, so don't do it! And if I had to explain that, please refer back to "Rule # 1" above).
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