CAN-SPAM Act of 2003

Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003

 

 

The CAN-SPAM Act goes into effect on January 1, 2004. In
an effort to fully comply with the provisions, Mailing Lists Plus wants you to
be fully informed of the new requirements we've enacted which will apply
to all e-mail orders blasting after January 1st. These new requirements
are in response to the new law and conform to the DMA's suggested best
practices.

 Messaging components

1) The new law doesn't allow for "teaser" subject lines. Subject lines
must be clear; we recommend either your product or service name coupled
with a stated benefit to the recipient.

2) The "From" line (sender) must be the mailer's company name or a
recognized division or brand of that company. The mailer is considered
the "sender" according to the new law and there has to be an obvious
connection between the information in the "From" line and the body of
the advertisement.

 E-mail message body

1) Each mailer must provide a way for a recipient to "opt-out" of future
messages. Mailing Lists Plus will include an "opt-out" option for future messages
from Mailing Lists Pus Inc, however the mailer must also provide a link to
their own opt-out mechanism. If you are unable to provide such a link,
we will be happy to make arrangements for you. For more
information, contact your sales person.

2) The mailer's street address must be in the body of the e-mail message.

 Suppression of "opt-outs"

1) Each mailer must provide a list of their "opt-outs" that will serve
as a suppression file (i.e. - we will purge names provided from
MLP lists prior to transmitting a senders' message). To help
ease the burden on our mailer clients, we are reducing our suppression
fees effective January 1. For more information on these new rates,
contact your sales person.

The bottom line is this - this new law holds both the advertiser/sender
and Mailing Lists Plus Inc liable for any transgressions and we want you, as a
partner, to be prepared for the changes this law necessitates. We want
to help you understand the implications of this new legislation as well
as continue to aid you in your marketing efforts, so feel free to contact
Carol Kollmann with any questions.