Tailoring E-Mail Promotions To Fit The New Spam Rules

Steve Latham, CEO of Spur Digital

The CAN-SPAM Act of 2003 established a national set of standards for regulating unsolicited commercial e- mail, also known as "spam." While the Act is aimed at reducing junk e- mail, it alone will not have much of a near-term impact. In fact, there may be more spam in the short run. However, it's a start, and it lays the groundwork for additional regulations to control spam. For companies that use e-mail to touch customers, it signals a growing need for an e-mail strategy that optimizes results and reduces legal and business risk.