Inbox Insider: For CAN-SPAM compliance, sooner is better

Share this content:

Welcome to Inbox Insider, a new column in DMNews focusing on the e-mail space. This week's edition will look at the new CAN-SPAM rules that have taken effect.

 

On July 7th, the Federal Trade Commission's updates to CAN-SPAM went into effect, requiring the opt-out process to be a one-step process. Perhaps the Fourth of July holiday weekend slowed things down, but right now, it seems that not all e-mail marketers have received the memo.

 

I recently signed up for an online account with Martha Stewart Living Omnimedia. During the sign-up process, I opted out of receiving about 20 different e-mails — I get enough e-mail — and was surprised to find a message the following day asking me to take a survey.

 

The message came from a Martha Stewart e-mail address and asked me to link to an online services firm called Zoomerang. There was also an opt-out link at the bottom of the e-mail that connected to the Zoomerang site. When I clicked to the opt-out page, it was a big mess and, after clicking through a few more times, I still never confirmed that I opted out of the e-mail.

 

Wanting to clear the matter up, I replied to the marketing e-mail asking to opt out and, surprisingly, received a very nice message from a Martha Stewart employee, who opted me out personally.

 

In my message, I mentioned the new CAN-SPAM as a reminder that the opt-out processes needed to be cleared up. The employee responded,  “The single-step opt-out is not yet a CAN-SPAM requirement; however, we will implement this option before it is required.”

 

So consider this a memo to update your opt out.

Loading links....
close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here