Playing by the Rules
How to comply with e-mail legislation and create successful marketing campaigns
CALIFORNIA LAW recently defined three types of acceptable e-mail use. Companies can send e-mail to:
1. Consumers provided that the marketer identifies the message as commercial e-mail by beginning the subject line with “ADV.”
2. Consumers who have given permission via an opt-in.
3. Consumers with whom they have a prior business relationship.
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