Email Marketing: Compliance

Filed in by Rackspace Blogger | April 27, 2007 3:42 pm

Two weeks ago I announced[1] that we’re working on building an email marketing service. As we lead up to the launch of our service, I want to talk about why we’re headed in this direction, some of the features we’re including in version 1.0, why our service is important, how it’s going to keep our customers compliant with laws and regulations, and email marketing in general. I won’t go into too much detail but if you would like to learn more, feel free to email our sales team[2].
For those of you who are not familiar with the federal CAN-SPAM laws and why compliance is important, I highly recommend reading the following:
- The CAN-SPAM Act: Requirements for Commercial Emailers[3]
One of the biggest reasons we decided to develop an email marketing service is provide our customers with the ability to send bulk email the right way. It is essential that we help our customers with CAN-SPAM compliance issues and use best practices when sending bulk email through our system. We want to make it really easy for them to communicate with their recipients in a manner that complies with the law and helps them use best practices while keeping them from being mistaken for spammers. In fact, version 1.0 of our email marketing service focuses on compliance and best practices more so than whiz-bang features—like templates, for example (but they’re coming soon, don’t worry).
Some of the compliance management features we’ve built include the following:
- One-click to unsubscribe for each email recipient
- Sender mailing address appears in the footer of each outgoing email
- Ability to report abuse after unsubscribing (optional)
We want to make it easy for people to unsubscribe from emails sent using our service and report abuse, if necessary. Likewise, we want to ensure that senders are including information about their company in the footer of each email, mailing address included.

Endnotes:
  1. announced: http://www.webmail.us/blog/a/2007/04/email_marketing_the_right_way
  2. email our sales team: mailto:sales@webmail.us
  3. The CAN-SPAM Act: Requirements for Commercial Emailers: http://en.wikipedia.org/wiki/Can_Spam_Act_of_2003

Source URL: http://www.rackspace.com/blog/email-marketing-compliance/