Just in case you missed it: Our last issue featured 'Complying with the CAN-SP*M Act: A 10-Point Checklist for Marketers

Content
1. Publisher's Note: The Biggest Challenges Facing Email Marketers Today
Jeanne S. Jennings, January 22 2004

I had the honor and pleasure earlier this week of speaking at the Newsletter and Electronic Publishers Association luncheon. My topic was marketing with e-mail newsletters.

As I often do, I invited attendees to send me questions and things they'd like to see covered in advance, and requested that they jump in with questions during the presentation itself, to keep us relevant.

Here's what they wanted to know -- and how I suggested they address the biggest challenges they're facing today. I'll bet some of their issues are the same ones you're facing... (I left out the questions about the new federal act, since those are pretty well covered in other articles this issue and last)

2. Update Memo: CAN-SP*M Good News & Bad, Bad, Bad, Bad News
Anne Holland, MarketingSherpa, January 21, 2004

More from Anne, including news that the FTC doesn't necessarily consider a post office box a 'physical postal address' for compliance with the new federal act. Also new info from the FTC on who must comply and a common practice that might constitute a violation of the new opt-out rules. Must reading -- at least until this is all fleshed out.

3. Enterprise Email: Managing Risks and Liabilities: Avoiding Common Pitfalls under the Federal CAN-SP*M Act ExactTarget and Ice Miller, January 2004
This link should open a PDF document in your browser

Another brief, written by a legal and business advisory firm (read: attorneys) in conjunction with an e-mail vendor. In addition to the federal act, they address some sp*m filter issues and give generally good advice. A bit long- winded (but then again, most of the lawyers I know are), but a good reference guide. Print it out (it's 13 pages) and share with your in-house legal team.



4. The CAN-SP*M Act of 2003: What to Look For, What to Look OUT For
The Direct Marketing Association, January 2004
This link should open a PDF document in your browser

Very simplistic, this looks like it's geared more toward consumers than marketing professionals, at least to my eye. That said it is a one-page guide on what the new federal legislation requires. And it's quite bright and pretty, much more so than my Publisher's Note from last issue on the same topic.

5. Opt-Outs, Sp*m and the DMA Robert Gellman, DM News, January 15, 2004

While it was written prior to the new federal legislation taking effect, read this amusing tale and make your own decision about whether or not the Direct Marketing Association really 'gets' e-mail -- my impression is that they do not. I wish they did, since they were a primary force behind the new federal legislation. Maybe some day...

Closing
Thanks for reading! As always, your thoughts and feedback are welcome.

Best,
Jeanne Jennings
Consultant, Email Marketing Strategy
Publisher, The Jennings Report
Columnist, ClickZ.com
mailto:publisher@jenningsreport.com
Phone: 202-365-0423