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produce free e-newsletter publications to better help educate
and inform veterans about benefits and programs many are unaware
of. Our goal is to provide our members and their families
with helpful, pertinent information.
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and households with veterans monthly.
With over 24.9 million veterans in the US,
there are very few periodicals specifically for veterans.
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than ever before!
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We
comply with the CAN-SPAM Act
The
CAN-SPAM Act, a law that sets the rules for commercial email,
establishes requirements for commercial messages, gives recipients
the right to have you stop emailing them, and spells out tough
penalties for violations.
Despite
its name, the CAN-SPAM Act doesn’t apply just to bulk
email. It covers all commercial messages, which the law defines
as “any electronic mail message the primary purpose
of which is the commercial advertisement or promotion of a
commercial product or service,” including email that
promotes content on commercial websites. The law makes no
exception for business-to-business email. That means all email
– for example, a message to former customers announcing
a new product line – must comply with the law.
Each separate
email in violation of the CAN-SPAM Act is subject to penalties
of up to $16,000, so non-compliance can be costly. But following
the law isn’t complicated. Here’s a rundown of
CAN-SPAM’s main requirements:
Don’t
use false or misleading header information. Your “From,”
“To,” “Reply-To,” and routing information
– including the originating domain name and email address
– must be accurate and identify the person or business
who initiated the message.
Don’t use deceptive subject lines. The subject line
must accurately reflect the content of the message.
Identify the message as an ad. The law gives you a lot of
leeway in how to do this, but you must disclose clearly and
conspicuously that your message is an advertisement.
Tell recipients where you’re located. Your message must
include your valid physical postal address. This can be your
current street address, a post office box you’ve registered
with the U.S. Postal Service, or a private mailbox you’ve
registered with a commercial mail receiving agency established
under Postal Service regulations.
Tell recipients how to opt out of receiving future email from
you. Your message must include a clear and conspicuous explanation
of how the recipient can opt out of getting email from you
in the future. Craft the notice in a way that’s easy
for an ordinary person to recognize, read, and understand.
Creative use of type size, color, and location can improve
clarity. Give a return email address or another easy Internet-based
way to allow people to communicate their choice to you. You
may create a menu to allow a recipient to opt out of certain
types of messages, but you must include the option to stop
all commercial messages from you. Make sure your spam filter
doesn’t block these opt-out requests.
Honor opt-out requests promptly. Any opt-out mechanism you
offer must be able to process opt-out requests for at least
30 days after you send your message. You must honor a recipient’s
opt-out request within 10 business days. You can’t charge
a fee, require the recipient to give you any personally identifying
information beyond an email address, or make the recipient
take any step other than sending a reply email or visiting
a single page on an Internet website as a condition for honoring
an opt-out request. Once people have told you they don’t
want to receive more messages from you, you can’t sell
or transfer their email addresses, even in the form of a mailing
list. The only exception is that you may transfer the addresses
to a company you’ve hired to help you comply with the
CAN-SPAM Act.
Monitor what others are doing on your behalf. The law makes
clear that even if you hire another company to handle your
email marketing, you can’t contract away your legal
responsibility to comply with the law. Both the company whose
product is promoted in the message and the company that actually
sends the message may be held legally responsible.
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