I run a marketing company today… and it surprises me how many times I get questions from our partners about CAN-SPAM.
It’s 2011. The law was passed in December 2003. The FTC released “new rules” to clarify parts of the regulation in 2008. Lawyers that specialize in marketing should know the law… but sadly many of them still don’t know it that well… (can you say Google?)
So, just to set the record straight: CAN-SPAM does allow a marketer to use a P.O. Box in the unsubscribe footer in an email marketing message.
Don’t believe me? See what the FTC has to say about it here. See #4. Couldn’t be more clear.
Disclaimer: I know CAN-SPAM well, but I’m not a lawyer, and I’m sure not your lawyer. Consult with them before you start marketing via email.
Email marketers often ask me two questions:
“where is a list of all of the feedback loops (commonly called FBLs)” and “where can I get whitelisted?”
In general ISPs will give an email sender feedback on their sending practices, in the standard Abuse Feedback Reporting Format (ARF) but not always.
So here’s a list that I’ll try to update as I find new or corrected sources:
Feedback Loops (FBL):
Keep in mind that due to the sheer volume of requests, it can take days or weeks, or sometimes even months to get approved for a FBL account at any given ISP or to get whitelisted. And in some cases, ISPs just stop taking applications at any given time to catch up on the backlog…
The following ISPs don’t provide FBLs or White Lists that I know of, but you can check these pages to find out how to follow up with them if your mail is getting blocked:
And lastly, every commercial or bulk mail sender should be SenderScore Certified. Do that here: http://www.returnpath.net/commercialsender/certification/