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 United States.

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?



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