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January 5, 2004

RE: CAN-SPAM LEGISLATION COMPLIANCE, JANUARY 1, 2004

Dear Valued Client:

E-mail marketing has become an important and cost effective means of strengthening your existing customer relationships and acquiring new customers. In fact, Media Magazine is projecting that e-mail-marketing spending will increase as much as twenty percent in 2004.

On December 16th, 2003, President Bush signed into law the CAN-SPAM Act, which establishes a framework for reducing unsolicited e-mail. Lake Group Media, Inc., in an effort to adhere to the policies of both the DMA and government regulations, needs to advise you of certain changes that we feel are necessary in order to be in full compliance with the new federal CAN-SPAM Law which takes effect January 1, 2004.

New requirements as of January 1, 2004 include the following:

E-Mail Best Practices and Requirements for Mailers:

  • (New) All mailers must include their physical postal address in the message they ask us to broadcast. The mailer address cannot be a PO Box.
  • (New) Mailers will be asked to include an opt-out (for the Mailer) at the bottom of their message. They must provide an electronic opt-out option (a URL directed to the mailer's server or a clickable 'mailto:' email option). If this is a problem for a mailer, Lake Group Media will offer to setup a landing page to capture the mailer opt-out requests for a fee of $50.
  • (New) Every message must contain two opt-outs, one for the list owner & one for the mailer.
  • As always, the subject line must not be deceptive.

Lake Group Media Compliance:

  • (New) All e-mail messages will contain the list owner's valid postal address.
  • All e-mail messages deployed by L@KE interactive will contain a functioning return address.
  • All opt-outs will be processed well within 10 business days as always.
  • All opt-out links will be kept live for at least 30 days.

In addition, the CAN-SPAM law states that all commercial email message senders (advertisers/mailers) are required to maintain a "do not email" suppression list. The suppression fees vary by list. We will need an additional 24 hours to process the suppression. Please feel free to contact me for further details.

For your convenience I have attached a brief overview of the CAN-SPAM act, recently provided by the DMA: http://www.lakeinteractive.com/can-spam.pdf