Email marketing: A CAN-SPAM refresher

With less members coming into branches, credit unions are relying heavily on internet advertisements to increase business. But can a credit union send marketing emails to its members and non-members?

The answer is YES! Besides the NCUA, Truth in Savings Act, and Regulation Z advertising requirements, there are also some requirements set out by The Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 (CAN-SPAM) for the credit union to follow.

The CAN-SPAM Act is a law that sets the rules for commercial email, including requirements for what emails must contain and the providing recipients the right to opt-out of future emails. Section 7704(a)(3) of the CAN-SPAM Act allows consumers to opt-out of receiving commercial e-mails. In order to exercise this right, CAN-SPAM requires credit unions sending commercial e-mails to include an “unsubscribe” link to be included in any marketing-type emails sent to members:


continue reading »