E-MARKETING: And Along Comes the MISS Principle.

If you're an active e-marketer who purchases and distributes unsolicited e-mail, you know there are a lot of regulations to pay attention to — and some hefty fines waiting to smack you down if you don't. Well, along come the Feds with some new electronic fine print they'd like you to take note of.

Effective July 2008, all e-marketers are mandated to streamline the opt-out process for unsolicited marketing e-mails, making it possible for consumers to remove their information from the e-database via one simple step. The new regulations, part of the CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing, betcha didn't know that), specifically require that your e-blast now allow the recipient to opt out by simply entering their e-mail address. And not a keystroke more.

Oh, and one lesser item — the requirement that all marketing e-mail include a hard street address has been amended. Post office boxes are now cool, too.

So if you're e-marketing, don't forget the new "MISS" principle: Make it simple, stupid.

SOURCE: Marketing News, NOISE
Reported by: John Sprecher