Admittedly, my last post on spam may have left you wondering, “Why should I care?”  Perhaps your only spam-related activity is regularly cleaning out your email’s spam folder.  And you may think of the CAN-SPAM Act, a 2003 law that made spamming illegal in the U.S., as your friend in that cleanup effort.

Well, unless you plan never to utilize email in your promotional efforts, you should care.

Email is a powerful promotional tool that, if applied properly, will provide tremendous and ongoing benefit to your affiliate business.  All it takes is a little compliance and a little common sense.

Let’s talk first about opt-in lists.  A ready-made audience that wants to receive your messages…Sweet!  However, even with opt-in list mailings, you must comply with the CAN-SPAM Act.  (The details of this law are available http://www.spamlaws.com/federal/can-spam.shtml )

That means your email should identify you accurately in the “From” line.  It should contain “non-electronic” contact information – i.e., your physical address and telephone number.  And it should have a clearly marked opt-out option so that those who want to stop receiving your email can quickly and easily do so.

Furthermore, lots of individuals and ISPs have spam filters.  These can be calibrated to detect certain words in email subject lines and text.  If your email contains a particular “bad word,” even a word as innocent as “Free,” a spam filter can derail it.  This makes for a very fine line between what is a well-written, content-laden email and what is “spam.”

Things get even more interesting if you decide to purchase a mailing list.  It’s easy to consider this option as a way to jump-start your revenue stream by marketing to a relatively new audience.  And depending on your situation, it could be an excellent approach.

Unlike the opt-in list, however, the folks on a purchased list did not agree to receive your emails.  So, you’re treading more on thin ice – and not just with spam filters. An irate recipient may also report you as a spammer to your ISP.  The consequences of that action can be deadly for you.

To a small degree, spam is in the eye of the beholder.  One person’s informative message can be another’s unwanted “drivel.”  But don’t let it bother you.  Focus on building an opt-in list, and on writing targeted content that flows naturally, and you will give your message the best chance of getting to its destination.