Bulk-email software is a tool for marketers to get their messaging out quickly to a large number of people via mass mailings. It’s easy and, if crafted well, can be effective. However, it’s also regulated. According to the FTC, the CAN-SPAM Act is a “a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.”
How does this affect you and your bulk emailing strategy? Well, the law is designed to protect potential consumers from unwanted messaging, and if your business fails to comply with the regulations it sets forth, you could face steep penalties. Here’s a guide that outlines what your business needs to be doing to comply with the law. Some key takeaways include making sure that you’re not using deceptive tactics, identifying the email as an ad, including your physical address, giving recipients the ability to unsubscribe (and honoring that request within 10 business days), and making sure that any company that you’re hiring to send out your bulk emails is respecting the law as well. However, despite the strict regulation governing the use of bulk email, bulk-email software is still a lucrative investment for organizations who are committed to handling it the right way.