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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 2: Becoming a Trusted Sender

In This Chapter

check.png Understanding spam laws

check.png Getting permission

check.png Familiarizing yourself with e-mail laws

check.png Minimizing spam complaints

Spam-blocking and -filtering technology has improved, but everyone who uses e-mail still deals with spam on one level or another. The main difference between the spam of today and the spam of the past is the fact that consumers increasingly apply the word to unwanted e-mails, whether or not those e-mails are technically spam.

Consumers are always skeptical of e-mails unless they know and trust the sender, and they’re more than willing to report your e-mails as spam to their Internet service provider (ISP) if your e-mail is unwanted or doesn’t appear trustworthy.

Every e-mail marketing strategy is subject to numerous legal and professional standards that apply to commercial e-mail. Consumers also expect marketing e-mails to come from a trusted source with just the right frequency and amount of relevant content. Here are the three authoritative benchmarks for determining whether your commercial e-mails are regarded as spam: ...

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