J.F. Sullivan wrote an interesting post on the eec blog today about the resurgence in CAN-SPAM interest in the news recently.
He wants to remind everyone that CAN-SPAM compliance is the most negligible form of email marketing compliance that you can actually do. If you are building a program and infrastructure to effect CAN-SPAM compliance as your only goal, then by all indications you will essentially appear to be a spammer. You may ask yourself why that is, and while there are many reasons, it basically comes down to permission. CAN-SPAM doesn’t require permission from the end user while the industry at large does.
He compares it to going out on a first date. You know you need to perform a set of personal hygiene acts. CAN-SPAM compliance is akin to just brushing your teeth and throwing cold water on your face. If you hope to get a second date or even a phone call, you need to put your best foot forward. The latest threads and a bit of cologne might be in order. Aiming for the bare minimum shouldn’t be your goal and that is what CAN-SPAM is -- the bare minimum. Read the full post here.
Tamara Gielen is an independent email and digital direct marketing
consultant with over 10 years of experience in online, email and direct marketing. 
Tactful email marketing adheres to the spirit of CANSPAM automatically. Plug and play viral wannabe email marketing is the exact opposite.
More often this type of stock email marketing just serves as clutter.
Similarly; if you go on a first date without brushing your teeth - you are probably wasting an afternoon.
Posted by: Victor | Jun 09, 2007 at 10:58 AM