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Recently I read a great article in the “Get to the Point” Email Marketing newsletter from Marketing Profs about what people consider spam.  A recent Epsilon survey asked 4,000 consumers to identify what types of messages they would label as spam. 

According to the survey, some people think an email is spam if it’s:

  • Unwanted for any reason, regardless of subscriptions. 
  • Comes from companies with which the recipient has done business, but arrives too frequently.
  • Tries to sell a product or service even when the recipient knows the company.

Wrong, wrong, wrong!

As a conclusion, regardless of what you define as spam, it matters what your subscribers consider as spam.  Just beware that a subscriber may report your emails as spam even if your practices meet the CAN-SPAM requirements.  However, if you abide by and practice sending clean emails that abide by the CAN-SPAM Act, you’ll be better prepared to prove any case against you.

For your reference, here is a list of CAN-SPAM’s requirements:

  • Practice permission based marketing.  Never send to someone who has not opted onto your list.
  • Don’t use false or misleading header information.
  • Don’t use deceptive subject lines.
  • You must disclose and identify a message as an ad, if it is one.
  • You must include physical address information.
  • You must be clear about how a user can opt-out or future mailings.
  • You must honor all opt-out requests within 30 days.
  • You should communicate with any third party email sender.  Even if you hire a company to handle your email marketing, you are still legally responsible to comply with the law.  (That being said, Haley Marketing complies with all CAN-SPAM regulations and monitors opt-outs for our HaleyMail customers.)

For more information on CAN-SPAM Act regulations check out The CAN-SPAM Act: A Compliance Guide for Business.

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