• Provide an opt-in mechanism to get permission;
• Have a working opt-out mechanism;
• Be truthful in subject fields, and
• Give your real world contact information.

Recently, four new rules have been added to the Can Spam Act, none of which really impress me as a marketer. All of these rules are already being demonstrated by most good Internet marketers, so I’m unsure of what this update will do for most of us getting a slew of email we never asked for nor do we want.

The new rules are:

• People cannot be required to pay a fee, provide information other than their e-mail address and opt-out preferences if there are multiple lists or take any steps beyond sending a reply e-mail or visiting a single Web page to opt out of receiving future e-mails from a company. This may have an effect as it now eliminates anyone using multiple pages to sell you something, ask for authentication or require a password before you actually can opt-out of a mailing list. In other words, a simple unsubscribe or one web page that takes your email address and removes you from all lists.
• The definition of “sender” has been modified to make it easier to identify who has to comply with the Can-Spam requirements when there are multiple advertisers on one email.
• A post-office box can serve as a legitimate postal return address under the requirements of Can Spam.
• The definition of “person” has been extended beyond a human person and now includes group, unincorporated association, limited or general partnership, corporation, or other business entity.

So although there are changes, I’m not sure any of us will see a huge reduction in spam to our inbox based on these changes. Filters will continue to be needed for the long term and those of us who want to eliminate the disruptive nature of spam.

Although I think email marketing is still a very valid marketing activity, one has to be very particular about how you build your list, asking permission and respecting those who give you that permission. Then use email to stay in contact with your customers and prospects and provide them valuable information.