EASYLANDIA
EMAIL MARKETING GUIDELINES
1. The subject line of an e-mail must be honest and not misleading
or deceptive.
2. Permission of new subscribers must be opt-in, via an empty
checkbox, before mailings commence. 3. A valid return e-mail address and the physical address of the sender should be clearly
identified. Marketers are encouraged to use their company or brand names in their domain address and
prominently throughout the message.
4. An e-mail should clearly identify the sender and the subject matter at the beginning
of the e-mail.
5. All commercial e-mail (except for billing purposes) must provide consumers with a clear and conspicuous
electronic option to be removed from lists for future e-mail messages from the sender. The removal process must be easy to
find and easy to use.
6. There should be alternative methods for terminating a subscription. Mailing list administrators should
make an "out of band" procedure (e.g., an email address to which messages may be sent for further contact via email
or telephone) available for those who wish to terminate their mailing list subscriptions but are unable or unwilling to follow
standard automated procedures. For example, information on the advertised web site should take into account alternative method.
7.
If a company sending commercial e-mail
has multiple distinct brands or affiliates, notice and opt-out should be provided based on the likely perspective of the average
consumer. Each separate brand or affiliate, as the consumer is likely to perceive it, must offer notice and a process for
removal from marketing lists in all commercial e-mails (except for billing purposes).
8. Marketers should not acquire e-mail addresses surreptitiously through automated
mechanisms (such as robots or spiders) without the consumer/customer’s informed consent. This includes a prohibition
on dictionary attacks or other mechanisms for fabricating e-mail addresses without providing notice and choice to the consumer.
9.
Acquired lists must be used for their
original purpose. Those who are acquiring fully verified opt-in lists must examine the terms and conditions under which the
addresses were originally compiled and determine that all recipients have in fact opted-in to the type mailing list the buyer
intends to operate.
10. “Remove”
means “remove.” The electronic remove feature must be reliable, functional, and prompt.
11. Undeliverable addresses must be removed from future mailings. Mailing list administrators must ensure
that the impact of their mailings on the networks and hosts of others is minimized. One of the ways this is accomplished is
through pruning invalid or undeliverable addresses.
12. E-mail lists must not be sold or provided to unrelated third parties unless the owner of the list
has provided notice and the ability to be removed from such transfer to each e-mail address on the list. Related third parties
include other brands/subsidiaries within the same parent company as well as outside affinity partners as a reasonable consumer
is likely to perceive them.
13. A commercial e-mail should contain the sender’s privacy
policy, either within the body of the e-mail or via a link.
14. Terms and conditions of address use must be fully disclosed. Mailing list administrators must make
adequate disclosures about how subscriber addresses will be used, including whether or not addresses are subject to sale or
trade with other parties. Also, conditions of use should be visible and obvious to the potential subscriber. For example,
two lines buried deep within a license agreement do not constitute adequate disclosure.
We believe that spam is one of the most significant
threats to the future development of the Internet. Spam is an ever-growing problem that needs to be eradicated not just to
protect consumers, but brands and businesses as well. If you follow the above guidelines you will achieve greater results
since you will invoke greater trust in a potential client.
EASYLANDIA Management
On 16 December 2003, at the federal level in the US, President Bush signed into law a Bill titled ''Controlling
the Assault of Non-Solicited Pornography and Marketing Act of 2003'', or the ''CAN-SPAM Act of 2003''. The CAN-SPAM Act requires
unsolicited commercial e-mail messages to be labeled (though not by a standard method) and to include opt-out instructions
and the sender's physical address. It prohibits the use of deceptive subject lines and false headers in such messages. The
FTC is authorized (but not required) to establish a "do-not-email" registry. State laws that require labels on unsolicited
commercial e-mail or prohibit such messages entirely are pre-empted, although provisions merely addressing falsity and deception
would remain in place. The CAN-SPAM Act takes effect on January 1, 2004.
