Email Address Collection



Full disclosure during email address collection

The CAN-SPAM Act encourages you to have affirmative consent with your email list subscribers to send them commercial email, but the most professional practice is to use an extra measure of disclosure when asking for permission. Here are some ways how you can take affirmative consent to a more professional level:

- Ask for Explicit permission to send email everywhere you collect email addresses. Whether you exchange business cards with prospects in person or collect email addresses through a form on your website, make sure you obtain explicit permission as part of the process. It is also a good idea to keep a record of your permission exchanges in case you are faced with a legal complaint in the future.

- If you use email list check boxes on website forms, keep each check box cleared as the default.

For example, if you use your web site shipping form to collect email addresses, require your shoppers to select a check box to add themselves to any non transactional email lists. Make sure that the check box also includes a description of the types of emails your shopper is signing up for.

- Send a professional welcome letter email to all new email list subscribers. Make sure that the welcome letter email arrives within 24 hours of the initial subscription request and also include privacy information and a description of the types and frequency of emails that the new subscriber receives.

- Send periodic permission reminders to confirm that your email list subscribers are still interested are still interested in your emails. You can send a periodic business letter or include a few sentences at the top of your emails asking your subscribers to confirm their interests.

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