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Follow Good Netiquette – Part 1

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Follow Good Netiquette – Part 1

By Helena Guzmán

A question often asked is, “Can I legally send targeted email?”. YES but only to people who have opted into your list. Unsolicited information and spamming often becomes an issue of privacy.

According to Wikipedia, marketers are allowed to send unsolicited commercial email if it adheres to three basic types of compliance defined in the CAN-SPAM Act: Unsubscribe, Content and Sending Behavior. The Federal Trade Commission (FTC), the nation’s consumer protection agency, is authorized to enforce the CAN-SPAM Act.

  • NEVER send mass emails with distribution lists in the “TO:” or “CC:” line. Email should be addressed specifically to the addressee. Sometimes you can use your email in the “TO:”, and your recipients emails in the “Bcc:” line, but it’s not recommended. It’s best to use email marketing programs to ensure that you are following good practices.
  • ONLY send to people who have opted into your list.
  • Provide recipients with an Opt-Out option. Be sure to update your records for people who have asked to be removed.
  • Do not send large attachments and lengthy content; send links to information online.
  • DO NOT USE ALL CAPs, all BOLD and avoid using an excessive amount of colors and fonts. Make sure your message is not hard sell, or spam filters will most likely reject these messages. Always spell-check and proofread all material!

 

About the Author: Helena Guzmán is a freelance designer, arts administrator & consultant from Helena Guzman Design in Ottawa. Visit her website at www.helenaguzman.com or follow her on Twitter @helenaguzman_.

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