Following the letter of the CAN-SPAM law will keep your company out of trouble with the government—but woe betide any email marketer who thinks these minimal standards will satisfy ISPs and webmail services.

"Does compliance with anti-spam law confer immunity from being filtered, marked or even perceived as spam?" asks Mark Brownlow at Email Marketing Reports, before providing a succinct answer: "No."

To make his point, Brownlow cites policies from two webmail giants:

Yahoo! Mail: "To ensure that your email gets delivered to the inbox, simply send emails that users want."

Gmail: "The way Gmail classifies spam depends heavily on reports from our users. Gmail users can mark and unmark any message as spam, at any time."

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