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CAN-SPAM outlaws the worst of SPAM practices being used today such as falsifying header and subject lines and harvesting email addresses off of web sites, news groups, etc. The legislation specifies fines of $200 per email and up to $2 million per incident for violators. However, unlike stricter European Union laws and the now superseded California (and other state) laws, at its heart CAN-SPAM is an opt-out law. Even if you have not given permission, people can send you unsolicited email messages if they:
Many experts predict that the net result of this is that the amount of SPAM - now estimated to be over half of all email - will not abate. Instead people will turn more and more to email filters to help manage the ever increasing flood of unwanted email. The downside to this is that it increases the chances that the baby will be thrown out with the bath water. In fact, current estimates are that 17% of legitimate email is being inadvertently blocked today - and that number may get worse as more people turn to filters.
What it means to you?
If you are on the receiving end of SPAM - and who isn't - don't expect a miracle overnight. If you don't use a SPAM filter, now may be the time to explore one. Be sure you understand what the filter does and does not do for you. Personally, I would rather get the SPAM than risk losing an important email.
If you use email to stay in contact with your customers and prospects, and provide them valuable information, this legislation encourages you to keep doing it right by:
Answer to today's Trivia Question.
CAN-SPAM stands for Controlling the Assault of Non-Solicited Pornography And Marketing.
Bob Rentsch is a marketing consultant at Vista Consulting LLC ( www.vista-consulting.com ) and brings over 20 years of experience managing marketing and development organizations. Bob
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