Legal update: What email marketers need to know

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB, 9/23/10

By now, every email marketer should be very familiar with the CAN-SPAM Act, using it to create guidelines and best practices for marketing emails. In the coming 12 to 36 months, however, there will be several more regulations coming into effect that could necessitate some tweaks to your program, said Dennis Dayman, chief privacy and deliverability officer at Eloqua, a provider of marketing automation solutions.

“The U.S. is looking at some draft bills that will change the use of personal data and opt-in mechanisms,” Dayman said. “There are also other things going on in the European Union and Canada that will potentially create fundamental changes.” Because of the global nature of business today, these changes should have just as much impact on U.S. marketers, he said.

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