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This is Andy from Benchmark Email, and today we have lessons for the email marketer about the FTC’s CAN-SPAM enforcement , from the Benchmark Email Blog.
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Enforcements Under Can-Spam

Dec 02, 2014

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Lessons for the email marketer about the FTC's CAN-SPAM enforcement
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Page 1: Enforcements Under Can-Spam

This is Andy from Benchmark Email, and today we have lessons for the email marketer about the

FTC’s CAN-SPAM enforcement, from the Benchmark Email Blog.

Page 2: Enforcements Under Can-Spam

We’re going to discuss the CAN-SPAM act of 2003.I will tell you about an online jewelryretail site called bidz.com, who recently learned how serious the Feds really are about

enforcing these regulations.

Page 3: Enforcements Under Can-Spam

The FTC began an investigation of bidz.com in May of 2009. They were looking into claims that the

company was not honoring unsubscribe requests. Only recently was the case settled, with bidz.com

being ordered to pay a large cash settlement to the US Government.

Page 4: Enforcements Under Can-Spam

Your company can be issued penalties up to $16,000 per email found to be sent in violation of the CAN-SPAM Act. Multiply that to the amount of emails your company sent out in the last year, and

you will see just how serious the FTC is about enforcement.

Page 5: Enforcements Under Can-Spam

The heads of Phoenix Avatar were ordered to five years in prison for violating CAN-SPAM, as well as

an additional 20 years for mail fraud. Mr. Mounir Balarbi was tried in absentia and was sentenced in a closed session, despite him residing in Tangier,

Morocco.

Page 6: Enforcements Under Can-Spam

Granted many of the people that feel the wrath of the law are selling snake oil or running pornography sites. That doesn’t mean legitimate

businesses aren’t being cracked down on. The investigation of bidz.com saw their stock go from $4.34 per share at the beginning, to $2.67 only a month later. That wiped out around $30 million in market

capitalization. Learn your lesson from bidz.com, and don’t put your company in that position.

Page 7: Enforcements Under Can-Spam

These policies are fairly common sense for most.

·Don’t use false or misleading header information.

·Don’t use deceptive subject lines.

·Identify the message as an ad.

·Tell recipients where you’re located.

·Tell recipients how to opt out of receiving future email from you.

·Honor opt-out requests promptly.

·Monitor what others are doing on your behalf.

Page 8: Enforcements Under Can-Spam

The previous points are as much good online business advice, as they are restrictions. If you have to hide your practices to seem like you’re complying with them, you’re already a criminal. They should lock you up. As Judas Priest would

say, you’re “Breaking the Law.”

Page 9: Enforcements Under Can-Spam

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