Last year, advertisers watched the progression of the CAN-SPAM Act with mild interest, only to discover to their surprise that much of the compliance burden and exposure now fell on them. And also that the law failed to differentiate between B-to-B versus B-to-C campaigns. While the law is a positive step forward for advertisers and legitimate marketers, it has added new dimensions for advertisers planning and implementing B-to-B email campaigns and increased the importance of the advertiser-marketing partner relationship.
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