All the email cleaning, scoring, and hygiene control in the world will not protect your campaigns if you do not have the proper policies in place with your marketing team. Let’s first talk about the process you should be establishing before you hit send on the offers your customers are dying to see. In order to establish a background for these policies, you must know about the Controlling the Assault of Non-solicited Pornography & Marketing (CAN-SPAM) Act of 2003.

The three main ideas you need to take from this law are that you must allow recipients to unsubscribe from your messages, have accurate & relevant subject lines with a physical address in the message, and each recipient in your list must technically not be “harvested”.

As for the penalties for non-compliance with this law, you could face a fine of up to $41,484 per email message sent and you better believe there are vbounty hunters out there trying to cash in on these pay days so please protect yourself. If you have any questions about how you can make sure you are not sending to these potential litigators, give us a call and we’ll put you in touch with our experts that can give you some personalized insights into your list. One example of a way you can protect yourself is sending each lead you capture an opt-in email with a link they click to give you permission to send to them. This may be a slower way of sending, but it will protect you and help you safely build your list.