All Bulk Email Sender Understanding Spamming Laws

There are two laws pertaining to spamming which all the bulk email sender should be aware of, if they are sending email marketing messages to or within the USA.

One is a federal law applicable to the whole country which was passed in 2003.It is popularly known as The CAN SPAM Act – 2003.

The other one is a state law pertaining to emails sent to or within California, passed in 2012.bulk email sender

The Two Acts Of Bulk Email Sending

The CAN SPAM Act 2003:

  • CAN SPAM stands for Controlling the Assault of Non Solicited Pornography And Marketing.
  • Its provisions are:
    • Misleading or false information not to be used anywhere in the header or subject.
    • Complete information of the sender, recipient and the domain must be mentioned.
    • There should be a provision of opting-out of receiving emails for the recipient and it should be active for atleast 30 days from when the email is sent.
    • Transfer of email addresses to other lists is prohibited.
    • The physical address of the sender should be provided on the email and it must be labeled as an advertisement if it is for commercial purposes.

The California state Spam Law – 2012

  • This law is more particular than the country wide federal law.
  • It is more specific to the state of California and is more stringent and limiting than the CAN-SPAM law.
  • According to this law, there is no obligation for the sender to include an opt-out link in the email, But if anyone receives an email which he or she has not opted in for, they can directly sue the sender for about a $1000 for an email, without even having to request and wait for an opt-out.
  • Also the bulk email senders cannot furnish any wrong information of the customer in the email.If they do so, they are not complying with the Consumer Legal Remedies Act.
  • To be on the safe side, generally bulk email senders go for a double opt-in method and avoid spamming.

How Customers Feedback Can Help You Grow Exponentially

The feedback you get from your recipients turns out to be valuable information that can help you improve customer satisfaction by reducing their complaints. Reporting spam is a great use of feedback.

feedback

Services called Feedback Loops are available, for which you as a marketer should be signed up, to keep track of all the customer feedback that is important to you. Feedback Loops function in this way: They allow your recipients to report spam through their email service provider, and then bring it to you- the email sender.

It happens that your delivery rate is too low in spite of your campaign being completely spam free. These deliverability problems account for the reputation of the email sender, which is turn improved by Feedback Loops. This is done by deleting the uninterested subscribers from your list and eventually reducing your complaint rate.

Feedback Loops for Successful Deliverability

  • Keep an account of your complaint rate, that is, the number of messages that were successfully delivered to the inbox Vs those delivered to the spam folder.
  • Try to judge why the subscribers are complaining, based on your complaint rates and take necessary steps to minimize those complaints in future.
  • Consider using the complaint rates and other valuable information from the feedback loops, in your content testing plans for your email marketing campaign.
  • You should indicate the subscribers who were removed by feedback loops in a proper way, in order to avoid confusing them with other bounce backs or unsubscriptions.
  • Use bulk email marketing services which offer you options to remove the feedback loop complainants automatically from your list.bulk email marketing

Further, Feedback Loops offer different kinds of conveniences to the subscribers. They allow them to change their email reception preferences like email frequency, type (according to relevance), etc. Thus they reduce complaint rates considerably by organising explicit permission based bulk email marketing. When subscribers have a choice of receiving their relevant content at their preferred frequency,the complaint rate is bound to reduce and this helps Bulk Email Marketing in the long run.