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New US Spam Law Impact on Legit Email Marketing

Posted by TimSlavin at January 5, 2004

On January 1, 2004, a new U.S. anti-spam law went into effect. Here are a couple of articles that describe the impact of the law on legitimate email marketers. It's In the CAN (ClickZ) describes the overall impact of the law from the viewpoint of legit mass emailers. Will Uncle Sam CAN SPAM? (also ClickZ) lays out different result scenarios of the new legislation. MarketingSherpa has gone all out and set up a teleseminar for January 15, 2004, from 1-3 p.m. Eastern Time (US), CAN-SPAM Guidance for Marketers & List Owners: Teleseminar, Q&A, & Practical Recommendations Report. The cost is $129 USD or $199 USD to cover their expenses. (Note: I don't make money from recommending their conference; I link to their event because MarketingSherpa has an excellent reputation on the topic.)

MarketingSherpa also offers two free articles with useful information on the topic of new anti-spam legislation: Urgent Memo: How CAN-SPAM May Affect Permission Email Marketers & Publishers and Since You Can-Spam Now, Why Follow Opt-in? Why Permission Practices Remain Critical. Both articles are must-reads and include several useful links, including a link to the actual legislation.

The quick bottomline: it appears that now any business can email anyone, whether they have opted in or not, as long as they include the ability to unsubscribe and indicate the email is an advertisement; at the same time, ISPs can block (not just filter) any email their customers have reported as spam.

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