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Don’t Make These Blunders

I finished up Chapter 1 by writing this:

“There’s a lot of money to be made with properly prepared and correctly executed e-mail marketing.”

The key words in that statement are: properly prepared and correctly executed.

It doesn’t matter how good your intentions are and it doesn’t matter how butt-kicking good your offer is. If you blow the basic rules of e-mail marketing, you’re headed for disaster.

Here’s a checklist of what NOT to do when you’re depending on e-mail to boost your revenue:

Top 10 E-Mail Marketing Mistakes To Avoid

- Failing To Obey The CAN-SPAM Act

The CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act) was passed into law by the United States Congress to establish rules for companies that use e-mail for marketing or other commercial purposes.

The law affects any U.S.-based company or person that sends e-mail containing advertising that promotes a product or service.

Transactional e-mail, which is e-mail that is used solely to update a customer with information that is relative to his or her account or order, is generally exempt from most provisions of the Act except that it may not use “false or misleading routing information.”

The United States Federal Trade Commission (FTC) is charged with the responsibility of enforcing the CAN-SPAM Act and the United States Department of Justice (DOJ) is authorized to pursue criminal actions against violators of the Act.

CAN-SPAM Act Overview

You can read the entire Act at the FTC’s web site if you want to. Here’s is an in-depth summary of the provisions:

- No False or Misleading Headings

This means that the “From” and “To” message headers, as well as the routing information that shows the originating mail server address, must accurately represent where the mail was sent from, who sent it, and to whom it is addressed.

- No Deceptive Subject Lines

You are not allowed to create mail subject lines that are deceptive or that mislead the reader as to what the body of the e-mail contains.

- Unsubscribe Link Required

You must provide a mechanism such as a return e-mail address or a clickable link that enables the e-mail recipient to be removed from your mailing list. It is permissible to create a web-based form that provides the recipient with e-mail management options such as the ability to opt out of only certain types of messages as long as there is also an option to be removed from the list entirely. Once you receive an opt-out request you have 10 business days to make sure that no more mail is sent to that address.

The Act also prohibits you from selling or otherwise giving that e-mail address to anyone else for marketing purposes.

- All Commercial E-mail Must Be Identified As Such And It Must Contain The Sender’s Postal Address.

Any commercial e-mail must contain a statement indicating that it is an advertisement as well as instructions on how to opt out from receiving future e-mail. You must also include your complete physical address somewhere in the body of the e-mail message.

Penalties For Violation Of The CAN-SPAM Act

Every violation of the Act, which means every individual e-mail you send that is not in full compliance, makes you subject to a fine of up to $11,000. Certain violations may also make you liable for additional fines and penalties under laws that regulate false or deceptive advertising.

In addition to all of the provisions listed above, the Act provides for additional fines and penalties for anyone who does any of the following:

- Collects or "harvests" e-mail addresses from any Web site containing a notice prohibiting the collection of e-mail addresses from the Web site for the purposes of commercial mailing.

- Automatically generates e-mail addresses using a random or systematic combination of alphanumeric characters designed to eventually “discover” actual e-mail addresses at any domain. This is commonly called a "dictionary attack."

- Uses any automated method to register for multiple e-mail accounts for the purpose of sending commercial e-mail.

- Relays e-mail through any server, network or computer, including the use of open relays or open proxies, without the permission of the owner. Permission from the owner is not a defense against sending e-mail that otherwise violates any provision of the Act.

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• Category:Ebooks
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