The Quandary of Automated Email Marketing

The Quandary of Automated Email Marketing

Author: 
Mike Boracci
It's great to be an email marketer with all of the great tools that we have available today. With the advent of CAN-SPAM, PECR, and CASL, as well as California 17529 it became vital to allow your customer the option to control how they are marketed to electronically, and not make assumptions about being able to send them email. We are all used to these policies by now, but due to some law suits of the past a paranoia has infiltrated your email automation service provider and trust me when I say " they take CAN-SPAM more seriously than you do". We are now at the point where you must have a traceable opt-in action that is verified before you can send email to your client. So it may appear that you can't email someone, directing them to your website to opt-in so that you can eventually email them some product info. It doesn't matter if they met you at a trade show and said to you " yes send me some email on that". You are going to have to ask them to go to your website and sign up for your email list before many of today's automated email marketing vendors will allow you to use that persons email address. Even with all this procedure in place if the target email address has ever officially opted out of an email stream they may be marked as an opted-out person for a really long time, which will prevent you from sending any automated email to them ever. Stay tuned for solutions to this dilemma.