Email is ubiquitous in modern life with billions of emails – wanted and unwanted – sent each day. Since its enactment in 2003, the Controlling the Assault of Non-Solicited Pornography and Marketing (“CAN-SPAM”) Act has attempted to curb the number of unwanted emails and impose some rules on a largely unregulated frontier. When followed, the CAN-SPAM Act’s restrictions give email recipients some control over their inboxes and also maintain fairness in how emails present themselves. All businesses, start-ups included, can face penalties of up to $16,000 per violation for failure to follow the CAN-SPAM Act.
As a practical matter, many organizations use vendors for their email marketing and other email services, and those vendors often assist the organizations in complying with the requirements of the CAN-SPAM Act. Nonetheless, the party whose content is promoted via email must supervise the conduct of its vendors and employees in abiding by CAN-SPAM, or else risk possible sanctions.
The basic questions to ask regarding CAN-SPAM compliance are:
1. Does your email message include: (a) complete and accurate transmission and header information; (b) a “From” line that identifies your business as the sender; (c) a “Subject” line that accurately describes your message; and (d) an effective “opt-out” mechanism?
2. Does your email either contain an email address, physical address, or other mechanism that the recipient may use for opting-out of future marketing emails?
3. Is your opt-out mechanism effective for at least 30 days after your email is sent?
4. Do you honor all requests to opt-out within 10 days?
5. Does your mailing list include any recipient that has asked not to receive email from your business (opted-out)?
6. Have you tested the effectiveness of your opt-out mechanism?
7. Have you reviewed your vendor contracts to determine each party’s responsibilities with regard to CAN-SPAM compliance?
8. Are addresses of people that have opted-out transferred outside of your organization?
9. Does your organization use open relays or open proxies to send marketing email?
10. Have you validated your CAN-SPAM compliance program annually?
Like many areas, getting started on the right foot with email marketing is an important foundation for a start-ups business.