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CAN SPAM & B2B Marcom

Category:
  • B2B Marcom
  • Direct marketing begat Direct mail which begat Spam - and it's all a part of B2B (BtoB) Marcom.  So beware of a new development in the Spam arena.

    A recent email (not Spam) from MarketingProfs covers the recent action of the FTC. The email directed me to more detail at the WordToTheWise blog which said (among much):
     

     

    The new rule provisions address four topics: (1) an e-mail recipient cannot be required to pay a fee, provide information other than his or her e-mail address and opt-out preferences, or take any steps other than sending a reply e-mail message or visiting a single Internet Web page to opt out of receiving future e-mail from a sender; (2) the definition of "sender" was modified to make it easier to determine which of multiple parties advertising in a single e-mail message is responsible for complying with the Act's opt-out requirements; (3) a "sender" of commercial e-mail can include an accurately-registered post office box or private mailbox established under United States Postal Service regulations to satisfy the Act's requirement that a commercial e-mail display a "valid physical postal address"; and (4) a definition of the term "person" was added to clarify that CAN-SPAM's obligations are not limited to natural persons.


    It would behoove a well-heeled B2B Marcom professional to re-brush up on their CAN SPAM compliance at this time.

    Image: Brett's Blog