A Federal Trade Commission survey of top online merchants released yesterday found that most were complying with provisions in the CAN-SPAM Act requiring them to honor consumer opt-out requests.
The FTC developed a list of 100 top online retailers, then created three e-mail addresses. The agency registered each address to receive e-mail promotions, offers and newsletters from each of the 100 retailers.
After monitoring the three e-mail addresses for six weeks, the FTC sent opt-out messages to each retailer from each address. According to the FTC, 89 percent ceased e-mails to all three addresses, while 93 percent stopped e-mailing at least some of the accounts.
All the merchants complied with the CAN-SPAM requirement to clearly display opt-out notices in outbound marketing e-mails, the FTC said.
Scott Hovanyetz covers telemarketing, production and printing and direct response TV marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters