Lot’s of discussions are being held to make the border between gentle legitimate direct opt in email marketing and spam. The result was CAN-SPAM Act of 2003. This Federal anti-spam legislation passed in 2003 that required the following in each email: a legitimate header, a valid “From” address, a straightforward “Subject” line, an unsubscribe/opt-out link and/or instructions and a physical address. It also requires that all unsubscribes are processed within ten days of receipt.

Generally, It doesn’t matter if you are an experienced e-marketer or just a beginner your main aim is to become successful in planning your direct email marketing campaign. But you always have to remember a simple rule: the success level of your campaign depends on privacy level of your subscribers and customers. 

According to description, Spam or UBE (Unsolicited Bulk email) is undesirable bulk/junk email generally sent for commercial or political purposes, and always sent using an automated email program.

To perform direct email marketing campaign, you should create permission-based mailing list. You should not mail any information to the people who don’t show any interest to what you offer them. Otherwise your mass mailing will become annoying and unsolicited, and it will be the first step to become a spammer.

To perform direct email marketing you should make it a rule to use double opt-in feature in all of your newsletters. It will exclude the possibility for the recipients to subscribe your mail by a mistake.

Creating permission-based mailing list takes much time and resources, but it’s worth that.

Also it’s very important to include ‘unsubscribe’ option. If the subscriber doesn’t want to receive letters from you he must have the ability to unsubscribe. It’s very important for direct mail advertising.

You must use direct email marketing software which has features to do all you need not to become a spammer.

Then, you must follow the CAN-SPAM Act. Here’s what you have to do:

• Discuss the Act and results that its breaking may cause for your business and company reputation with your personnel.
• Make sure that your email marketing program meets all the terms and notification conditions.
• Add physical address of your office in every promotional letter.
• Make your opt-out/unsubscribe process as easy and clear as it can be. Pay attention on its proper work. It will be even better if you’ll be able to meet all unsubscribe requests within 10 business days after getting an acknowledgment.
• Try not to use pre-checked boxes in any of your forms. It looks like you force somebody to make unwanted actions. Give your subscribers and customers some freedom in their choice, it will look better anyway.
• Manage your mailing list carefully. The email addresses in includes may become rejected and out of use. It would be great if the subscribers could update their information on their own. So you can make additional page where they could do it.

Besides, you should keep your operations with a mailing list under constant control to prevent mistakes during your direct emailing. You don’t want to become a spammer by a mistake, do you?