chapter 3

Privacy — Anti Spam

Spam

Defined

You cannot send any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service.

—CAN–SPAM Act

As a shop owner, you often have the opportunity to collect and use your customers’ email addresses whether it's through a purchase they made or by joining your email newsletter.

In fact, when it comes to driving sales, email marketing is still one of highest converting sales channels.

Having said that, when it comes to email you must be sure to exercise caution when sending sales messages to your customers. By passing the CAN-SPAM Act, the U.S. government has made it an offense to "spam," and the monetary penalties are high.

Sending email to customers is a great way to keep them informed about your products and offers.

Avoid Spamming

Our Recommendations

(i) Unsubscribe — Every commercial message must have a clearly placed link or other address allowing the receiver to unsubscribe from future messages. These messages must be promptly honored.
(ii) Labeling — Every message must be clearly labeled as advertising.
(ii) Content Requirements — The subject field and header must not mislead the reader, and the message must contain a valid postal address.

These communications are defined as "Commercial Messages."

Potentially problematic messages range from emails telling customers about a new sale to offering unsolicited business opportunities.

The law doesn’t ban these sorts of messages, but does require the sender to follow certain requirements.

Complying with this law will allow you to maximize your mailing list as a means of marketing, while ensuring that your communications are legal.

Next chapter

4. Business Structures

4 min

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