Page 6 - Boca ViewPointe - January '25

Page 6, Viewpointe January 2025
Sorry To See You Go

By William A. Gralnick 7. Honor opt-out requests promptly. Any opt-out scams that if clicked on can get you where you don’t want
mechanism you offer must be able to process opt-out to be. These should be deleted, not clicked on.
It’s “Giving Tuesday” requests for at least 30 days after you send your message. There does not seem to be a way out of the marketing
and I’ve spent an hour and You must honor a recipient’s opt-out request within 10 email morass. One tip is never to accept an offer to win
a half “unsubscribing.” I business days. You can’t charge a fee, require the recipient anything. Even if the offer is legit, your collected data
started this email cleansing to give you any personally identifying information beyond is then likely shared and or sold. That will make it rain
the day before Black Friday, an email address, or make the recipient take any step other untold quantities of unwanted emails. You’ll scratch your
which began before Friday and lasted after it leading to Cyber than sending a reply email or visiting a single page on an head and mutter, “I never asked for these” and you’d be
Monday and now Giving Tuesday. I have unsubscribed easily Internet website as a condition for honoring an opt-out right—sort of. There’s fine print in your prize offering
from over 100 email solicitations, maybe 150, some of which request. Once people have told you they don’t want to telling you about the coming rainstorm.
were from retailers and others from nonprofits, a bunch of receive more messages from you, you can’t sell or transfer Nonprofits however present another problem as do
which I’d never heard of. To emphasize how committed I was their email addresses, even in the form of a mailing list. politicians. There are too many, and too many that do the
to the task, know that I have digital arthritis in my hands, and The only exception is that you may transfer the addresses same thing. I must receive five or six different mailings
my worst finger is the index, or scrolling finger, on my right to a company you’ve hired to help you comply with the about saving wildlife and probably an equal amount for
hand. The cold snap makes everything that hurts hurt more. CAN-SPAM Act. saving specific animals i.e. elephants, chimps, tigers,
Add to this is a tear in my rotator cuff which causes additional 8. Monitor what others are doing on your behalf. wolves, leopards. Equal numbers are saving us from
pain when my arm is stretched out for lengthy periods, like it The law makes clear that even if you hire another company climate change, several are saving birds, and several more
is holding the mouse that is chasing the emails. I have found to handle your email marketing, you can’t contract away are saving trees, wetlands, coastal marshes, and more.
that combatting emails is like combatting roaches. your legal responsibility to comply with the law. Both the There are multiple anti-gun groups. These organizations
Why did I plan and execute this assault as opposed to just company whose product is promoted in the message and are worthy, almost all with high marks from groups that
deleting things as I usually do? One is the sheer volume of the company that actually sends the message may be held assess their validity and efficiency. However, they could
emails has become overwhelming. Turning on my computer legally responsible. do themselves and us a favor by combining.
causes depression to set in. I spend way more time “deleting” There is a $51,000+ fine for violations. Thus that button And the political emails. More roaches. Here’s a tip on
than I do reading or writing. The other is a plea that I hope is there, usually at the bottom, and usually in such small dealing with political emails. I don’t give to organizations
will be heard, though I doubt it. The plea comes at the end. type that it can be missed. You have to find and click on it. or parties. The data you give along with your money
First, let’s grapple with the unsubscribe button. According However, once having done that, one may be faced with is passed around like drugs at a pharma party. I do my
to the Federal Trade Commission, “The CAN-SPAM Act, a variety of options, often confusing, for unsubscribing. homework and only give to candidates directly. Then when
a law that sets the rules for commercial email, establishes Here are a few. their races are over, I unsubscribe from their email lists.
requirements for commercial messages, gives recipients the For some sites, it is quick and easy. After clicking on If they choose to run again, surely they’ll again find their
right to have you stop emailing them, and spells out tough “unsubscribe,” up pops a “Sorry to See You Go” sign. way into my email box.
penalties for violations. The FTC enforces the CAN-SPAM Sometimes a little cartoon character pops up out of an There’s only one way, to protect oneself from what
Act and the accompanying CAN-SPAM Rule.” envelope; sometimes there’s a frowning emoji but you’re seems to be borderline harassment. How? Typewriter,
Here’s a rundown from the FTC of CAN-SPAM’s main done. Some make it more time-consuming. They ask for carbon paper, envelopes, and stamps.
requirements. If you have a business or a nonprofit, it is to a reason, sometimes giving a box for a typed answer,
your benefit to wade through this. sometimes giving a list with boxes to check. Some of the Columnist and author Bill Gralnick was born and
1. Don’t use false or misleading header information. lists have all the boxes of reasons checked and you have to raised in Brooklyn, NY. He recently finished a humorous
Your “From,” “To,” “Reply-To,” and routing information – uncheck them. Least favorites are the ones that don’t say memoir trilogy. The first book is “The War of the Itchy
including the originating domain name and email address “unsubscribe” at all. In its place is a sentence that says, Balls and Other Tales from Brooklyn.” The second is
– must be accurate and identify the person or business who “If you wish to cease receiving…click here.” But “here” “George Washington Didn’t Sleep Here.” The recently
initiated the message. can be a bit of a game. Nothing happens unless you click published third is, That’s Why They Call It Work.” He
2. Don’t use deceptive subject lines. The subject line on the first word’s first letter. No fair! And now for the is currently working on a novel. His books are available
must accurately reflect the content of the message. caveat emptor. Look at the email addresses of what you on Amazon and his other writings at https://www.
3. Identify the message as an ad. The law gives you a are getting rid of. There are some craftily written phishing williamgralnickauthor.com. 
lot of leeway in how to do this, but you must disclose clearly
and conspicuously that your message is an advertisement.
4. Tell recipients where you’re located. Your message
must include your valid physical postal address. This can
be your current street address, a post office box you’ve
registered with the U.S. Postal Service, or a private mailbox
you’ve registered with a commercial mail receiving agency
established under Postal Service regulations.
5. Tell recipients how to opt out of receiving future
marketing email from you. Your message must include a Scan for a FREE
clear and conspicuous explanation of how the recipient can In Home Consultat on
opt out of getting marketing email from you in the future.
Craft the notice in a way that’s easy for an ordinary person VISIT OUR SHOWROOM
to recognize, read, and understand. Creative use of type size,
color, and location can improve clarity. Give a return email IN BOCA
address or another easy Internet-based way to allow people to
communicate their choice to you. You may create a menu to
allow a recipient to opt out of certain types of messages, but
you must include the option to stop all marketing messages
from you. Make sure your spam filter doesn’t block these
opt-out requests.
6. Remember that subscribers and members can opt
out of marketing emails, too. Recipients of emails from
a sender that runs a subscription service or membership
program still have the right to opt out of marketing messages
from you. While you don’t need to get members’ consent
to send them marketing emails, subscribers and members
don’t lose their ability to opt out of marketing emails from
you simply because they have a subscription or membership.
Before sending a message without an unsubscribe link to Modern style
subscribers or members, be sure that the primary purpose
of the message fits within one of the five categories of Des gn
“transactional or relationship” message set out in the Act. If
it doesn’t, you need to include a way for recipients to opt out
of further marketing messages from you. WHY CHOOSE US?

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