One of the least used (it should be used more often) marketing methods used in the mobile food industry is email marketing. If you are using it you’ll understand that it’s inexpensive, totally customizable and can be targeted to fit every aspect of your food truck customer list. You need know that as a food truck owner, you shouldn’t start sending out messages to any email list you find for sale. The 2003 CAN SPAM Act was created to protect email users from receiving unsolicited, and inappropriate email messages.
It is important that any food truck using email to market their mobile food business understand and follow the rulings of the CAN SPAM Act. Ignore it and you could face fines of $16,000 per email message infraction.
Requirements of the CAN SPAM Act
Tell Customers Email Is An Ad
If the intent of your customer message is to sell them something you must identify so in your message. This can be done with fine print at the bottom or inside the body of the email or wording of the subject.
Include Your Address
Somewhere within the body of your email you need to include your food truck’s mailing address. Also include your business entity, trade name or dba.
Use Correct Header Information
This requirement is designed to make it so you can’t hide who you really are (this probably doesn’t apply to food trucks since you want them to know who you are). The “To”, and “From” of the message needs to include accurate contact information. If you want a basic rule of thumb to follow include your food truck name in all of your email marketing campaigns.
Subject Lines Reflects Content
Just think about all of those emails that kept getting into your inbox – the ones you thought were from your friends, but were actually advertising something else? It is crucial the subject line of your message is realistic to the content of the email.
Provide Unsubscribe or Opt-Out Option
It would be nice to assume everyone on your customer list will love what you have to say and want the messages to keep coming. This is obviously unrealistic. It is illegal not to include in every email campaign sent a clearly identifiable section with instructions on how to unsubscribe from future emails. Most food truck emails we’ve seen will include this information at the bottom of the message in smaller font with a link to the unsubscribe email or website. Within this process you cannot request any information from the recipient other than their email address.
Respect Unsubscribe Wishes
You will need a way to organize and track anyone who wants to be removed from future messages. Once you receive the notification about a specific email, you have 10 days to remove the recipient’s email from your list. We strongly recommended that you do it immediately to avoid any official complaints which can lead to a $16,000 fine.
The Bottom Line
By understanding these basic rules of the CAN SPAM Act you will be able launch effective and law complying email marketing campaigns for your food truck.
Do you have an additional tips about the 2003 CAN SPAM Act that you’ve found while using email marketing for your food truck marketing campaigns? Share your thoughts on this topic in the comment section, our food truck forum or on social media. Twitter | Facebook