{"id":48289,"date":"2023-09-14T16:19:16","date_gmt":"2023-09-14T20:19:16","guid":{"rendered":"https:\/\/www.arffinancial.com\/development\/?p=48289"},"modified":"2023-09-14T16:34:03","modified_gmt":"2023-09-14T20:34:03","slug":"what-small-businesses-need-to-know-about-email-marketing-compliance","status":"publish","type":"post","link":"https:\/\/www.arffinancial.com\/development\/what-small-businesses-need-to-know-about-email-marketing-compliance\/","title":{"rendered":"What Small Businesses Need to Know About Email Marketing Compliance"},"content":{"rendered":"

[vc_row][vc_column][vc_single_image image=”48290″ img_size=”large” alignment=”center”][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]There are loads of regulations small businesses need to keep track of in order to remain compliant with laws. An area that can easily be overlooked is email marketing, which has its own set of rules that require adherence to. Anti-spam and privacy regulations are laid out by the Federal Communications Commission<\/a> (FCC), an independent Government agency that \u201cregulates interstate and international communications by radio, television, wire, satellite and cable in all 50 states, the District of Columbia and U.S. territories\u201d according to the website. Small businesses that engage in email marketing have a responsibility to adhere to these guidelines\u2014otherwise they risk tarnishing their reputations, losing contracts with email service providers (ESPs), even getting slapped with heavy fines. The following email marketing best practices should be reviewed and implemented to stay compliant with U.S. laws.<\/p>\n

CAN-SPAM Act<\/strong>\u00a0<\/strong><\/p>\n

Passed in 2023, the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act \u201cbans false or misleading header information and prohibits deceptive subject lines. It also requires that unsolicited commercial email be identified as advertising and provide recipients with a method for opting out of receiving any such email in the future,\u201d according to the Federal Trade Commission<\/a> (FTC). Violating this act has a stiff penalty for businesses \u2013 up to $50,120 for each separate email that\u2019s in violation of the law. Adhering to the Act isn\u2019t complex, but you\u2019ll want to ensure you\u2019re following these main requirements as laid out by the FTC<\/a>:<\/p>\n

    \n
  1. Email headers cannot contain false or misleading information<\/strong>. The \u201cFrom,\u201d \u201cTo,\u201d and \u201cReply To\u201d lines, plus and any routing information included in the message, need to be accurate and clearly identify the party sending the message.<\/li>\n
  2. No deceptive subject lines<\/strong>\u2014these need to clearly indicate the content of the email being sent.<\/li>\n
  3. Clearly indicate the promotional email message is an ad.<\/strong>\u00a0<\/strong><\/li>\n
  4. Include your valid, physical address. <\/strong>Recipients need to be informed of your postal address, which could be a current street address, registered post office box, or a private mailbox that\u2019s been registered \u201cwith a commercial mail receiving agency established under Postal Service regulations.\u201d<\/li>\n
  5. Let folks know how they can opt-out of getting your emails<\/strong>. This could be a link and language in the footer that simply allows customers to \u201cunsubscribe\u201d from all future emails from your business. You can offer options that let recipients opt out of only certain types of emails, as well.\u00a0<\/strong><\/li>\n
  6. Address opt-out requests quickly. <\/strong>Per the FTC website, \u201cany opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message.\u201d You\u2019ll have 10 business days to honor someone\u2019s opt-out request, and you are not permitted to charge any opt-out fees or require any \u201cpersonally identifying information\u201d outside of an email address.\u00a0<\/strong><\/li>\n
  7. If another company is helping you with email marketing, you need to monitor them<\/strong> as well. Just because they\u2019re sending your messages out doesn\u2019t take away your responsibility to adhere to the law.<\/li>\n<\/ol>\n

    California Consumer Privacy Act (CCPA)<\/strong>\u00a0<\/strong><\/p>\n

    Updated in early 2023, the California Consumer Privacy Act<\/a> (CCPA) aims to provide consumers with more control over the personal information businesses are collecting about them. It\u2019s applicable to any business or for-profit entity that collects consumers’ personal data, does business in California, and does meets at least one of these thresholds, per Wikipedia<\/a>: \u201cHas annual gross revenues in excess of $25 million; buys, receives, or sells the personal information of 100,000 or more consumers or households; or earns more than half of its annual revenue from selling consumers’ personal information.\u201d This Act is stricter than CAN-SPAM, as email marketers must adhere to the following requirements in order to remain compliant:<\/p>\n

      \n
    1. Customers need to be informed before or when you are collecting personal information, which includes an email address. You must tell them how you\u2019ll be using this information and provide a link to your company privacy policy.<\/li>\n
    2. Customers need to be notified of their CCPA rights<\/a>.<\/li>\n
    3. Allow folks to opt out of sharing\/selling their personal information.<\/li>\n
    4. Allow customers to unsubscribe from your marketing emails.<\/li>\n
    5. Ensure safeguards are implemented to protect a customer\u2019s personal information, including email addresses.<\/li>\n
    6. Get the data collection and privacy policies of any third-party vendors you work with who have access to your customer data, and reference them in your privacy policy.<\/li>\n
    7. Ensure your email marketing platforms and software are equipped with CCPA compliance tools.<\/li>\n
    8. Review the Purpose Limitation<\/a> within the CCPA, and only send emails in line with the original purpose the customer opted into when they elected to receive messages from your business.<\/li>\n
    9. Immediately stop sending emails\u2014and let all third parties know\u2014as soon as a customer unsubscribes or asks your business to delete their information.<\/li>\n<\/ol>\n

      As a small business owner, it\u2019s critical that you stay current and compliant with all the latest rules and regulations. You can count on ARF Financial<\/a> to keep you up to speed, plus you can always visit the Small Business Administration\u2019s<\/a> (SBA) website for the most important information your business should know. From filing requirements to licenses and recertifications, the SBA houses a treasure trove of content to keep you running right.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

      [vc_row][vc_column][vc_single_image image=”48290″ img_size=”large” alignment=”center”][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]There are loads of regulations small businesses…<\/p>\n","protected":false},"author":5,"featured_media":48290,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[698],"tags":[398,402,400,399,443,386,535,220,213,944,943,1107,401,224,222,172,226,1119,142],"class_list":{"0":"post-48289","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-small-business-financing","8":"tag-affordable-business-loans","9":"tag-affordable-small-business-growth","10":"tag-business-expansion","11":"tag-business-growth","12":"tag-business-line-of-credit","13":"tag-business-loans","14":"tag-equipment-leasing","15":"tag-flex-pay-loans","16":"tag-line-of-credit","17":"tag-marketing","18":"tag-operations","19":"tag-profile-photo","20":"tag-small-business-expansion","21":"tag-small-business-financing","22":"tag-small-business-funding","23":"tag-small-business-growth","24":"tag-small-business-loans","25":"tag-what-small-businesses-need-to-know-about-email-marketing-compliance","26":"tag-working-capital"},"acf":[],"yoast_head":"\nWhat 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