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.