No one much minds being on the consumer side of anti-spam laws. Who wants to be bombarded by messages they don’t care about?
But from a business perspective, it can be frustrating when legitimate marketing messages are painted with the same brush as spam.
So, can you get your message out to your customers and prospects without setting off CAN-SPAM alarms in the U.S. and Canada?
Be vigilant about maintaining opt-in lists. While U.S. requirements are not as stringent as Canadians laws, being able to prove consent from each recipient you email can help protect you from fines and penalties.
Double down on opt-ins. Don’t just offer an opt-in option on your website. Send a confirmation email they must reply to in order to establish their acceptance.
Make it easy to unsubscribe. Virtually every country requires that an unsubscribe option is offered. In most cases, a simple link in your email should be sufficient, but check the link to make sure it works.
Process the request promptly. When someone submits a request, unsubscribe them right away. Some countries give you as much as 30 days to complete, but readers may grow impatient and report you as spam.
Subdivide permissions. A candidate who is happy to receive job alerts may have no interest in hearing about events you are hosting or career tips. Letting people decide what kinds of correspondence they receive can help prevent them from clicking the spam button when they have gotten one too many emails from you.
Avoid passive consent. Don’t precheck boxes on opt-in forms on job boards. It many jurisdictions this is fine, but in Canada and several other countries this is forbidden, so it’s best to err on the side of caution.
Make it easy to contact you. Include your address and email address in each email and check any links to make sure they work.
To wrap up, obtain consent, track it and make it easy to unsubscribe and provide content that people will want to read.
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