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By Eric Quanstrom #leads September 8, 2016

Most of the requirements are just good business practice. In any case, it doesn’t hurt to check.

Luckily, there are only a couple regulations that you need to follow to stay in compliance with the FTC. The full information on the CAN-SPAM Act (I can’t get over the name) can be found here.

1 Don’t use false or misleading headers. Don’t pretend you’re someone you’re not when sending out emails. You cannot mask your domain name (the part of your email after the @) and you must be clear on who the person would be replying to.
2 Don’t use deceptive subject lines. That’s just good business practice. If you offer someone a free car in the subject line, but are actually trying to sell a lawnmower, not only will they likely mark your address as spam, but even if they don’t, you immediately discredited your entire company.
3 If your message is an ad, you must make it an explicit advertisement. This doesn’t normally apply to business-to-business lead generation. But if you are selling something, sell it! Don’t pretend you aren’t.
4 You must have your location on the email. You need to have a valid physical address or PO Box somewhere in the email.
5 Tell people how to opt out. You need to have a clear way for someone to never hear from you again. Whether it’s an unsubscribe button or a note saying, “Reply with ‘no’ and you’ll never hear from us again,” the option has to be somewhere in the email.
6 Honor opt-out requests within 10 days. You need to have the option for someone opting out available for 30 days after you send the email, and it has to be easy to do. None of that direct to web page, jump through 10 hoops, answer obscure questions, and then get an email confirmation. The most you can do is direct them to a webpage where they can click a button saying, “Yes, i’m opting out.” Also, you cannot sell their email address or information after they’ve opted out.
7 Responsibility stays with you. If you choose to contract out work involving B2B emails, make sure the company you choose to work with stays within FTC compliance. You can contract out the work, but that does not absolve you of responsibility in the eyes of the law.

 

That’s it. It’s pretty straightforward and nothing much to worry about if you’re doing proper lead generation methods.

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