The CAN-SPAM Act and mortgage leads: More in common than you thinkRyan BuellCAN-SPAM
Recently, the federal government passed a law intended to curb
unsolicited and undesired advertising e-mails, which are currently
being sent at a rate of millions per day to consumers throughout
the country. You likely have received countless offers for male
enhancement products, get-rich-quick schemes and dietary
supplements through these e-mails. The solicitors and benefactors
of these products seem to lurk beyond our reach, hiding out in the
backstreets of our country. Their manipulative and deceitful
practices are destroying the most effective communication system
devised to date--e-mail.
At least, that's what we're led to believe.
The truth is, the people behind many of these advertisements are
closer to you than you realize. E-mail marketers work in the office
next to yours; their children play at school with your children;
they value quality family time and firmly believe in operating as
socially responsible members of the community. While it is true
that many companies and individuals engage in illicit e-mail
marketing activities, there are just as many--perhaps even
more--reputable and honest companies who abide by the laws. We hope
the new CAN-SPAM Act will strengthen the operations of those law
abiding companies.
So, what does this have to do with mortgage leads? Internet
leads are typically derived from pop-up ads, banner ads, search
engine placement and e-mail marketing. E-mail marketing is clearly
the most effective method, so if you purchase Internet leads, you
are likely purchasing leads derived from e-mail marketing. This
does not place you in any potential danger of being prosecuted
under the CAN-SPAM Act, since the law defines only the sender of
the advertisement as the company or individual accountable should
any illegal activity occur during an e-mail marketing campaign, but
it is still vital that you know your Internet leads provider
generates their leads lawfully. After all, although purchasers are
safe from the CAN-SPAM Act, they could find themselves embroiled in
a lawsuit or investigation filed by an angry consumer if they deal
with lead generators who carry on illegal e-mail practices.
Besides, a company that abides strictly by the law is more likely
to offer of a legitimate product.
To summarize, make sure your lead provider complies with the new
Federal CAN-SPAM Act. In the age of Internet lead uncertainty,
knowing that you are purchasing leads derived in a lawful manner
could save headaches, money and hours beyond your imagination.
Ryan Buell is CEO of Alansis Corporation. He may be reached
by phone at (858) 597-3041 or by e-mail at
[email protected].
