If you are using email to market your small business, here's what you need to know about the new spam law, the CAN-SPAM Act, which went into effect on January 1st. In all messages you send, whether one at a time or to an email list:

1. Your name should be in the "From" field. That's where people look first to decide whether or not to delete the message. If your name or your firm's name is familiar, recipients will go on to read the subject line. (By the way, one way to make it familiar is by marketing to them via phone and direct mail as well.) Also, people must be able to reply to your email messages, so make sure it's a working address.

2. The subject line should be truthful and accurate. According to Bryan Eisenberg, of Grokdotcom.com, "We have come to the point where boring but credible subject lines are preferable to flamboyant, misleading ones." For more of Eisenberg's clearly stated ideas on how to comply with the new spam law, visit:

www.grokdotcom.com/canspam.htm

3. Your contact info should be included, especially your street address (p.o. boxes don't count). Besides, it's unprofessional not to include all of your contact info in the signature file of your email message. It's like sending a letter on a blank piece of paper instead of on your letterhead. It doesn't inspire trust.

4. A recipient can unsubscribe easily. You must include a link or other easy way for recipients to opt-out of receiving future e-mail. And of course you must not send them email after that. Again, simple business etiquette.

So you see that the law does NOT ban unsolicited e-mail. What this legislation requires of you is "truth in commercial communication."



DISCLAIMER: Please note that this article is not to be construed as legal advice. You can read the actual bill here:


From Quick Online Marketing Tips by Ilise Benun, author of Self Promotion Online and Designing Web Sites for Every Audience.


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©2004, Ilise Benun