The CAN SPAM ACT that sets limitations and guidelines for businesses that utilize an automated email system that sends customers offers and information on other products that are offered by the business. There are pretty hefty fines for those who don’t follow these guidelines which can be up to $41,484 per email. The CAN SPAM ACT covers business to business emails as well.
One of the most important requirements is to honor opt-out requests. If someone doesn’t want to receive an email from a company anymore they should be given that right. People don’t want their inboxes being filled up with things that they don’t want. They also shouldn’t feel like they’re being harassed by a company into buying a product. Honoring the opt-out may be beneficial to the business, as it shows the consumer that they are being heard on things that affect them. Just because someone opts-out of being emailed doesn’t always mean that person dislikes the company.
Another important requirement is the Monitor what others are doing on your behalf. This makes it so a company can’t pay another company to spam their customers emails and be free from any penalties that come from those emails. A company can’t act like they didn’t know a third party was sending spam to their customers in an attempt to generate more business. By holding both companies legally responsible this requirement does a great job of discouraging such behavior.
The last requirement I feel is important is the Telling recipients how to opt-out of future emails. The requirement states that the message must be clear and easy for a ordinary person to understand. If the requirement just said to that the company must inform people that they have the ability to opt-out, they could be very vague and make the process difficult for people who don’t have a good understanding of how to use their email or computers in general. For those who don’t want to see the emails anymore, they don’t want to have to jump through hoops trying to opt-out of being sent emails.
Frank on Football 