After March 31, there's nothing left to say about a national Do Not E-Mail (DNE) Registry. The Federal Trade Commission (FTC) wants public comments by that date, before it submits its recommendation to Congress as to whether such a registry should be created.
(You have until April 12 to comment on other aspects of the CAN-SPAM Act.)
Last May, I heard Sen. Schumer introduce his concept of a national DNE Registry at the FTC's Spam Forum. I outlined concerns, all valid today, detailing why such a registry would be fraught with problems.
Time to Act
The FTC wants your input on the establishment of a national DNE Registry now. No matter how large or small your business or messaging volume, this ruling will affect your email efforts.
Why should you respond to the FTC?
Key Position Points
Following are some top-line concerns with a DNE registry:
Give Self-Regulation a Chance
A few months ago, there was no end to spam in sight. Today, it may be in view. The Internet's open architecture remains the root of the problem. Yet proposals set forth by Microsoft, Yahoo, and others considered by the Internet Engineering Task Force's (IETF's) Anti-Spam Research Group are potentially easily implemented steps that focus on spam rather than dedicate resources to filter legitimate email. If any or all of these proposals are rolled out in the next year, managing messaging that's not identified or authenticated could be as easy as managing postal mail.
Technology can and will solve this problem. There's no need for a federal registry. Give us the time and resources, and email can be saved.
You can file your comments online.
Want more email marketing information? ClickZ E-Mail Reference is an archive of all our email columns, organized by topic.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Ben Isaacson is the privacy and compliance leader for Experian, overseeing Internet and advanced technology privacy and compliance affairs across Experian Marketing Services products including CheetahMail, Digital Advertising Services, and Hitwise. Mr. Isaacson's previous roles include serving as the executive director of the Association for Interactive Marketing (AIM), a former DMA subsidiary. He regularly blogs at EmailResponsibly.com.
March 19, 2014