Compliance is important for international email marketers because, like other marketing channels, a specific set of compliance requirements and regulations must be followed to ensure a successful and legal email marketing campaign. In some cases, not being compliant with international law can cost thousands of dollars in legal fees and fines (and possibly even criminal sanctions). Many international countries have their own unique approach to email marketing compliance.
Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns. This type of targeting uses information collected on an individuals' web-browsing behavior, such as pages they've visited or searches they've made, to select which advertisements to display to that individual.
What follows is part 1 of a three-part series on legal issues facing email marketers, including what the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act is and how to comply with it; the dangers of behavioral targeting; and how European data protection laws affect email marketers. This week I'll tackle CAN-SPAM compliance. Behavioral targeting will be the focus of part 2 coming May 14, and finally, in the May 28 issue, I'll examine European data protection laws.