|I. E-Mail Marketing – What Is It?
June 26th, 2009 by Missi
E-mail marketing is a form of marketing to customers via e-mail communications where the user is expected or asked to take some kind of direct action based on the content of the e-mail. Even a branding campaign can employ e-mail marketing if the
user is expected to recall the brand name the next time they see it in a store. A direct marketing campaign may expect a user to act more immediately, such as clicking on the e-mail to a landing page for more information, to make a purchase, or sign up for a service. A nonprofit may employ e-mail marketing to ask for donations, or to alert the organization members of an upcoming fundraiser or event.
SPAM, also known as Unsolicited Bulk Email or Unsolicited Commercial Email, are e-mail marketing messages that are sent in mass quantities, usually of a commercial nature, where the user has not asked to receive such information and has no way to stop receiving it in the future. The CAN-SPAM Act of 2003 is one federal law passed in hopes to curb spam, and many states have their own SPAM-related statutes. To anyone using or interested in using e-mail marketing, reading and understanding the CAN-SPAM Act is a requirement before collecting your first e-mail recipient.
Some resources to get you started:
FTC CAN-SPAM Information for Businesses
FCC’s CAN-SPAM Application to Mobile Devices
FTC’s “Remove Me” Responses and Responsibilities
If all the legal issues have you running away from this marketing tool, hire a professional to help.
Next Up – How are Commercial E-Mails Sent?