Don’t Overlook Legal Issues

The field of marketing evolves so fast now. If you can’t process information quickly, you might as well look for another occupation.

As you take a good, long look at blogs, talk to customers, read articles and do the key things you need to do over the next 7 days and beyond, keep in mind that legal issues are one thing you shouldn’t overlook. While we do have a number of legal issues we keep abreast of as second nature — CAN-SPAM, privacy, contest laws, etc. — new issues always pop up and have immediate implications.

Case in point: check out this article on two important new potential legal issues for marketers. One issue involves marketing to kids under 18 in Maine. It raises alot of questions. Are there kids on your marketing lists, even if your products aren’t targeted to them? Do you need to age-verify your customers? Will other states follow suit? These questions and numerous others merit your time to discuss with your legal team and take steps to rectify any potential pitfalls.

The second issues concerns the deliverability of email to Yahoo inboxes. It raises a valid point about the necessity of certified deliverability services. Above all, this reinforces that you have to stay current with and build your emails based on the current best practices to best position your message to be delivered. Yet it also begs the question will we move towards an email environment where third-party approval is a must to get your message delivered? In some cases it may, and you should be ready to charge ahead and sell up that extra cost to the person who approves your budget.

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