Certification Overview

AttainResponse Certification

RREESSEELLLLEERR CCEERRTTIIFFIICCAATTIIOONN

OOVVEERRVVIIEEWW

AttainResponse Reseller Certification Manual

© Copyright 2009 VMdirect, LLC All Rights Reserved v. 01 090625

Attain Response Reseller Certification :Overview

Content Company’s Expectations for Affiliates to become Certified: ........................................................................ 3

Introduction .................................................................................................................................................. 4

Benefits of the AttainResponse Reseller Certification .................................................................................. 4

Certifications ................................................................................................................................................. 5

Expectations of Affiliates and VMdirect ....................................................................................................... 7

Business Marketing Overview ..................................................................................................................... 11

eMarketing .................................................................................................................................................. 14

ATTRACT .................................................................................................................................................. 15

Videoemail with Lead Capture ................................................................................................................ 16

Lead Capture Integrated into Web Page .................................................................................................... 17

Live Broadcast Example .............................................................................................................................. 18

Engage ......................................................................................................................................................... 20

Measure and Refine ................................................................................................................................ 20

Measure and Refine (continued) ............................................................................................................ 21

Analytics: ................................................................................................................................................. 21

Succeed ....................................................................................................................................................... 23

The AttainResponse Market Space ............................................................................................................. 24

Prospecting for AttainResponse Retail Customers ..................................................................................... 25

ANTI‐SPAM POLICY ..................................................................................................................................... 26

AttainResponse Pricing ............................................................................................................................... 28



Company’s Expectations for Affiliates to become Certified:

• To review the Overview document.

• To read and have a thorough understanding of the Reseller Certification Manual.

• To complete the Reseller Certification Task List.

• To successfully pass the Reseller Certification Test online.

1. In order to be Certified to resell the AttainResponse offering you must be an active Fast Track or Chief Executive VMdirect Affiliate

2. You will need to complete several activities within your “Tools of Attraction” including a. MailF5

i. TemplateF5 b. MediaF5 c. MarketingF5

3. Email addresses you’ll use to send your tasks to for verification of your tasks: d. [email protected] e. [email protected] f. hwteam75@yahoo g. [email protected]

4. Hardware and Software Requirements h. We recommend you use Mozilla Firefox Browser for this certification process. You can

download it directly here: www.Mozilla.com i. A webcam – we recommend Logitech webcams **Note: You should be working on a computer purchased within the past three years for a better performance.

i. A PC or Intel‐based Macintosh computer j. A broadband Internet Connection

i. Recommend Minimum Speed 1. 3M bits/sec Download (or greater) 2. 1M bit/sec Upload (or greater)

** Note 1 Megabyte = 1024 kilobytes



http://www.mozilla.com/

Introduction

As a VMdirect Affiliate you have two product offerings, those found at helloWorld.com and AttainResponse.com. Additionally, you can market the VMdirect Business Opportunity by enrolling Affiliates in your organization. The focus of this certification will be specifically designed to assist you in understanding the AttainResponse product offering, the market, and business sales in general.

This certification process will include several tasks that you will be required to complete and send emails to our certification team that will review your tasks and check them for accuracy and completeness. This certification process should prepare you to be more confident when presenting the product to prospects as well as help you learn to use the product to expand your own VMdirect business.

Upon completion of this certification you will be issued a certificate and be provided a logo that you can use to brand your business card and other marketing materials you use in your sales efforts.

Benefits of the AttainResponse Reseller Certification

The permission‐based email marketing industry is a burgeoning industry and is currently experiencing high growth rates. As a VMdirect Affiliate, ONLY Certified AttainResponse Resellers are allowed to resell the AttainResponse product offering. The AttainResponse product offering is highly marketable and offers very attractive recurring commissions.

Upon successful completion of this Reseller Certification you will be competent in the use of these products and will be able to communicate the features and benefits of the product offering to prospective buyers.

** Note: Coming Soon additional certifications. These certifications are offered but are not required. The additional certifications are Trainer, Designer, Campaign Manager, and Internet Marketing Specialist.


We have found that organizations are always asking for additional training or assistance with their email marketing systems. Some Affiliates may not be able or desire to fulfill all the needs of a new customer. To help out both the Affiliates and Customers in this situation, a listing of all Affiliates certified in the above listed specialties will be provided on the AttainResponse.com website. AttainResponse Retail Customers, or Reselling Affiliates on behalf of their customers, can contract directly for these additional services from those Certified Affiliates. Thus those Affiliates that wish to get certified beyond the “Reseller” level can add an additional income stream.


Certifications

There are five (5) levels of certifications:

AttainResponse CertificationsReseller Certification is mandatory for all Affiliates that desire to resell the AttainResponse product offering. This Certification demonstrates that the Affiliate has a thorough understanding of the AttainResponse product offering and its various applications

Trainer Certification is presented to the Affiliate that has a sufficient competency of the AttainResponse product offering so as to be able to train AttainResponse customers in its various applications

Designer Certification demonstrates the skills necessary to design and create graphic templates for both MailF5 and MarketingF5 which includes an understanding and competency in creating HTML documents that display properly in most email clients and browsers. Campaign Manager Certification is presented to the Affiliate that desires to manage campaigns for multiple clients. They will have to exhibit competency in working with clients in creating and executing email campaigns as well as understanding the analytics of email campaigns.



Internet Marketing Specialist Certification is presented to those Affiliates that have completed all four certification levels and has a mastery of the AttainResponse product offering and its various applications.

See the Admin Center for graphics that Certified Affiliates may use for marketing purposes on your business cards, websites and emails.



Expectations of Affiliates and VMdirect

As a Certified Reseller you are the first point of contact with the Prospect or Customer and you are compensated for the life of the customer. Therefore, you should provide the following services for the life of the customer:

1. Contact and Demonstrate 2. Assess needs, provide recommendations, and accurate price quotes 3. Engage and close during the sales process 4. Get the customer’s account setup and provide basic training 5. Get the customer trained or provide a Certified Trainer or Campaigner

Manager 6. Maintain the account

1. Contact and Demonstrate

Upon completion of this certification you will have a thorough understanding of the product. You can setup and demonstrate the AttainResponse product to your prospects.

Things to consider during your presentations:

If you are demoing the system in their office you may not have the best experience. Some businesses employ security devices such as firewalls that may prohibit communications to our servers. It is best to try using your own equipment that is known to be operational and try running a demo prior to that actual demo. You should connect into their network and do a “dry‐run” through all of the products you hope to present.

As a backup solution we suggest you have a current copy of the AttainResponse PowerPoint so if you have network challenges during the demo you can “fall‐back” to the presentation.

2. Assess needs, provide recommendations, and accurate price quotes An important part of the sales process is asking questions of your Prospect. A more important part of the process is listening to the answers and determining what are the needs of the Prospect as they relate to our products and services.


Prospects look to you as the “expert” and will be looking to you for recommendations as to what level of the product they should subscribe to and specifically how they should implement it into their business. You should know enough about the product and about their business to make such recommendations.


In making your recommendations to your Prospect you will want to provide an accurate price quote. You can review and prepare quotes for your prospect by visiting the www.AttainResponse.com website. All of the appropriate pricing information for your Customers can be found there. You may also sign them up using the website and help them complete the sign up process online. VMdirect employees will not prepare quotes for your prospect or customers. 3. Engage and Close the account

As a Certified Internet Marketing Specialist you can resell the AttainResponse retail product offering. AttainResponse product offering contains the following products:

1. MailF5 ‐ Web‐based Video Email 2. MediaF5

a. Live Internet Broadcasting b. Template Manager c. Media Manager d. FLV Playlist e. Image Galleries

3. MarketingF5 – Permission‐based email application with templates and analytics

The AttainResponse offering is highly marketable and positioned aggressively versus its competitors such as Constant Contact. In our preliminary marketing research we’ve presented the product offering to several business owners and Internet Marketing professionals. We have received very positive feedback from these people. Additionally, industry analysts forecast the eMarketing space to be a high growth industry over the next several years. Therefore, as you meet prospects your product offering will be welcomed and this will facilitate your sales.

Most importantly, you will be responsible to close your accounts. You should not expect the staff at VMdirect to close your accounts. That responsibility is yours alone.

4. Get the Customer’s account set up.

To sign up an AttainResponse retail customer simply link to: www.AttainResponse.com/Your_Digital_ID and that will take you to your replicated website. From there you simply click on “Sign‐UP.” Your entire sign‐up process is web‐based and you simply select the desired AttainResponse Package and fill out the forms. The sign up forms are designed to assist in case of errors and walk the customer through the process. Once you have completed the sign up process you will be presented with a Summary Page with all of your account information. You should copy or print out that page for your customers records.



http://www.attainresponse.com/

http://www.attainresponse.com/You_Digital_ID

Upon completion of the Sign‐Up process the customer may simply link to www.AttainResponse.com and click on the LOGIN link to log into their account.

** Note: When logging in as an AttainResponse Customer, please use the Full Domain Name, for example: joespizzashack.com or if the AttainResponse Customer opted to use AttainResponse as their domain, please use [email protected]

5. Get the customer trained or provide a Certified Trainer or Campaigner

Once the Customer is logged into their account they will need some training. We have made significant efforts to provide as much online training as possible including recorded screen captures that will walk customers through the basic processes. However, we have found that the best training has come from hands on training with Customers. We have had Customers trained within a couple of hours and they were up and running and sending campaigns out. There is a learning curve to fully utilize and operate the system. However, the benefits of the product will soon be realized.

It is very important that you, as the Reseller, provide some initial basic training to get the customer up and running with the basics. It is highly advisable during the sales process to already have a training plan lined up for the Prospect as soon as the sale closes.

Additionally, we will have a list of all Certified Affiliates on the www.AttainResponse.com website that will enumerate the Certified Affiliates by geographic location. A Customer should be made aware that this list is available for them to use as a resource if they so choose. They can get assistance in all levels of needs via this resource.

6. Maintain the account

Most sales professionals will maintain their customers by creating a consistent conversation with their Customers and determining if the product is meeting their requirements, and/or suggesting new applications or notifying the Customers of upgrades etc. Remember you are receiving a 20% retail commission monthly for the life of the account, and it behooves you to make sure they are happy.

Additionally, one satisfied Customer can be a source for numerous leads. You will find that everyone knows someone else that can use this product. Build and maintain the relationship with your customer and ask for leads. The key to making sales with businesses and organizations of all kinds is to be able to get to the decision maker. Often times your new customer can get you an introduction with the decision makers they know.


You never know who knows who. Cultivate your relationship with your Customers by being there for them. The best way to do this is to be first line support for them. Let VMdirect support you while you directly support your Customers. This will build the best relationship between you and the customer and keeps you in control of keeping the Customers happy which will translate into a strong recurring revenue stream.




Maintaining the customer is maintaining your recurring income stream. Stay in control of your future by providing front‐line support.



Business Marketing Overview

Most businesses need to promote and communicate with their Customers, Vendors, Employees and Others. In the past they have relied upon telephones, letters and Faxes. With the phenomenal growth of Internet email, it is a much more effective way to communicate with these people. Most people have at least one email address, while some have many that they use. Often email is their primary method of communicating.

AttainResponse was designed to take advantage of this shift from traditional media to the Internet and has designed and developed a powerful Internet Communication and marketing platform.

The AttainResponse product offering is targeted towards small‐to medium sized businesses or individuals with an email list of 10,000 or less. It is currently estimated that there are 20 Million small to medium sized business in the US alone. In addition to small to medium sized businesses you can market to:

• Churches

• PTA’s

• Clubs

• Associations

• Promoters/Entertainers

• Charities

• Network marketers

The AttainResponse offering is the most powerful Internet Market System available today. VMdirect has included all of the tools necessary to complete the Internet Marketing life‐cycle.

As you are out prospecting you should get your prospect to agree that people are migrating away from traditional media and towards the internet. Old media such as:

1. Television 2. Newspapers 3. Direct mail 4. Yellow pages 5. Bill boards 6. Telemarketing

These media types are trending downward. You might say, “People are moving to the Internet for entertainment, news, communication etc. so doesn’t it make sense that as a business you should be spending your marketing budget there?”



A standard method of determining the effectiveness of a marketing campaign is to measure the Return on Investment (ROI).

For example:

A business sends out direct mail piece to1000 addressees with an offer or product that is $19.95?

Costs:

1. Artwork costs $250 2. Printing costs $500 3. Mailing costs $280 Total Costs $1030

The direct mail industry typically experiences returns from 0.1% ‐ 3% ROI.

Therefore, if we sent to 1000 people we would see between 1 – 30 sales of our offer @ $19.95 yielding gross sales somewhere between $19.95 and $598

If we had a 50% profit margin the NET Sales would look like this

(Gross Sales) minus (Total Costs) = Gross Profit

$598 – $1030 = ‐ $432

This direct mail campaign lost $432 dollars. NOT a successful campaign.

What should this business person do? Reduce their costs? Increase their price?

Use email instead!

Other marketing methods are more difficult to track because if you do a TV, Radio or a Yellow Page ad it is tough to track where the leads are coming from.

A business man once said: “Half of my advertising isn’t effective. I just don’t know which half.”

The power of email is that everything is trackable and measurable. It is an advertisers dream.

In addition to using the AttainResponse offering for promotion there are many other applications:

1. Corporate communication 2. Reminder/appointment cards 3. Vendor and Employee communication 4. Special notices 5. Video playlists 6. Picture galleries 7. RSVP 8. Lead capture



It is really a no brainer for Prospects to see the value of Email Marketing. A very good exercise is to ask a Prospect a few questions about their yellow page ad. Ask them:

Questions about Yellow Page Ad Typical Answers

How much do you spend each month on your yellow page ad(s)?

Too much! Hundreds to Thousands of dollars.

How many people looked at their ad today, last week, and last month?

I do not know? There is no way to tell.

How often can you change the message in the ad? Once a year. And then you have to have it submitted months before the book comes out.

How often would you like to change the message?

At least once a week. I would include current promotions. I change based on holidays, seasonality, competition, and changes in the market place. I could be more flexible.

How difficult do you think it would be to sell this business owner a $99.95 a month AttainResponse account that would allow him to:

‐ Pay basically pennies each month compared to what they are now doing ‐ Track the analytics of the email marketing ‐ Change the message daily, weekly, monthly ‐ Add rich media (video, audio, color) ‐ Put out coupons, sales, and discounts ‐ Build strong relationships with his customers ‐ Have endless flexibility

This should be a no brainer and an immediate decision.



eMarketing

Most people don’t understand that EMAIL is the most effective form of promotion on the Internet. This is why you receive so much SPAM.

Many large companies like IBM, Apple, Motorola, and Disney (see the example campaigns in the appendix) today are using specialized software platforms to send permission‐based email campaigns that are specifically designed to:

• Send bulk emails – (send to many recipients simultaneously)

• Have professionally designed templates

• Real –time reporting that show o Who and when an email is opened o Percentage open rates



o Bounce back rates o What Links on the email users are clicking on o SPAM complaints

• Support for the CAN SPAM ACT

• Import Lists from other programs

It has been shown that email campaigning is the most effective return on investment (ROI) a business or individual can make.

The AttainResponse Internet Marketing System is made up of “The Tools of Attraction” + “Know How”. The Tools of Attraction are MailF5, MediaF5, and MarketingF5. The Know How is a combination of those time tested interpersonal skills taught by Mr. Richard Kall and the Internet marketing skills of today. Our mission was to meld these two philosophies into a powerful source of knowledge in building your business.

In addition to attracting new customers, the “Tools of Attraction” are effective tools for retaining customers. Studies show that it is far cheaper to keep a customer than acquire new ones, therefore, use our tools to communicate with them; be consistent and have an actionable item or quality information to keep them engaged.

The Internet Life Cycle process is composed of a process of Attraction, Engagement, measure and refinement and realizing Success. We will now define each process.

ATTRACT

The attraction phase of Internet Marketing is the process of acquiring new customers and building your list of contacts. Using the “Tools of Attraction” you will attract customers by using:

• Live broadcasting

• Video Emails

• Lead capture pages

Using the above online tools, found in AttainResponse’s F5 products, you will attract Customers or Leads into your contact lists in a number of ways. Here are just a couple of examples: ‐ You can post links to a LiveF5 broadcast presentation on the AttainResponse.com offering on social

networks like Facebook.com or Myspace.com. ‐ You can use MailF5 to send informational video emails with an actionable item, an image with a

clickable link, within the video email such as “buy now” or “sign –up now.”



Video email with Lead Capture Lead capture or the act of capturing leads into a list is a critical aspect of the overall Email Marketing Life‐cycle. You must have a list of email addresses to send email to before Email Marketing can begin. The leads, or email addresses, must be “opted‐in”, meaning that they have agreed to receive your content from you, or your organization. Purchasing lists is NOT an option as the people on the list have not “opted‐in” to get your message. The following is some very good ways to build an “opt‐in” email list using “lead capture” techniques and your Tools of Attraction.

Notice the elements of the above email. This is a video email with a lead capture form. This is a powerful method to build a list. A compelling video, adjacent to a lead capture form, that will add a contact to your specified “contact list” automatically when filled out and submitted by the recipient. Note that once this video email is created with the form and sent the system creates a permanent URL that you can promote traffic to. You could promote the link on various social network sites and drive traffic to the URL with your goal being to get people to add their contact information into the form. Once the form is completed the contact information is added to a designated “list” in MarketingF5. An auto responder, built into MarketingF5, could then immediately send out an email with the predetermined message or offer.


The process is basically: expose your offer to as many people as possible with a series of offers until they “opt‐out” of the process or “opt‐in” and consume your offer.


Lead Capture Integrated into a Web Page

This graphic is a screen capture of a web page with the MarketingF5 form embedded. There are several components of this page that are effective:

1. Big and RED headline with a clear message 2. Benefits of the offer 3. Associated graphics 4. Actionable Items 5. An OFFER for inserting your contact information.

This is a common method of acquiring leads or contacts. Give them something for entering their information. In this regard he is offering a FREE seminar. We often see that some reward is offered in an attempt to have the contact enter their information. Offers that are common include:

• Free Newsletters

• Free books (simply pay the S&H)

• Information (white papers, etc)

• Videos

• Discounts on future purchases



Live Broadcast Example

This is a screen capture of the LiveF5 Broadcast feature in MediaF5. Webcasting is also a common term for broadcasting across the Internet. This Tool of Attraction, known as LiveF5, is a very powerful tool. This tool allows for one‐to‐many communication. A presenter can give a live presentation to as many as 500 locations around the world simultaneously.

Audiences can interact via live chat with the presenter to let them know they are viewing or to submit questions which the presenter can answer in real‐time.

The presenter also has the ability to push graphic slides or images during the presentation. When the webcast is complete you can save or archive for later viewing by those that missed the broadcast or those you direct to it later.

The applications are numerous with this Internet broadcasting application:

• New product launches

• Question and answer sessions

• Show customers how to use, assemble, maintain, prepare (cooking) your products


• Broadcast meetings – churches, city government, school lectures


• Broadcast events – family, entertainment, informational, etc.

For AttainResponse Customers they will probably find the most value in broadcasting and recording standard business presentations that they would do in person with Microsoft PowerPoint. With MediaF5 they can archive a LiveF5 session with them presenting PowerPoint type slides synchronized to the video. After the broadcast is completed you can save and later retrieve the permanent URL link to the presentation and promote the link. You should have actionable items in these type of presentations so you can monetize your efforts.



Engage

Once a Prospect or Customer’s information has been added to your contact list, which is really a database, you will commence an engagement with this person until they complete your actionable item or they unsubscribe. Tools you will use to engage will be:

1. Live Broadcasting 2. Video Emails 3. MarketingF5

These products are mostly interactive, and today’s marketing experts will tell you to make your conversations with your customers or prospects interactive; a two‐way conversation. Do NOT expect that you can add a prospect to a list and just hope they will close themselves. Although you may experience this, it is rare. More importantly by creating an interactive conversation your conversion rates will increase significantly if you follow up with personalized communication to the Prospect or Customer.

Measure and Refine

Part of the Engagement process is to measure your results and refine your engagements. MarketingF5 has analytics built in to do precisely this.

The above graph shows a pie chart of the Opened, Unopened and Bounced emails for your campaign.



Measure and Refine (continued)

Above is a listing of a Snapshot of the Analytics available in your campaign.

Analytics:

Open Rates:

Industry averages show that email campaign “open‐rates” averages are from 5‐20%. Therefore, if you send a campaign out and you receive 23.31% like the one above you are ahead of the average.

Click‐through Rates:

If you have a link in your campaign (like a video) MarketingF5 will show you the click‐through rates. This will tell you what links and percentage of recipients that are clicking on links inside of your campaign.

Bounce Rates:

A bounce can be a soft or a hard bounce. A soft bounce meaning the emails are experiencing troubles being delivered. A hard bounce would simply mean a bad email address.

Unsubscribe:

Part of the CAN SPAM Act (USA law) is that if a campaign email is sent out it must provide for a method for the user to unsubscribe. This feature is built into MarketingF5 and the system will display the results of those that unsubscribe.



SPAM Complaints:

MarketingF5 has a method for the recipients to complain if they believe the email that they received from a user of MarketingF5 is SPAM. This information is also reported to our system administrators. Too many SPAM complaints and a customer’s account will be disabled.



Succeed

This is the final process of the Internet Life Cycle. You and your customers will have to determine what your measurement of success is. It may be to increase sales by “x” percentage or to increase your leads being added to your contact list by 200%. You’ll have to interact with your clients to determine this.

In our experience customers find the system to be a very valuable tool for the operations of their business. Specifically in a recession period when many businesses cut expenses, one of the last items they say they would consider giving up is their email marketing.

Whatever the metric of success is you can achieve it with the VMdirect/ AttainResponse tools. Once you achieve success you can start the process over with a new goal for success.

© Copyright 2009 VMdirect, LLC All Rights Reserved v. 01 090625 AttainResponse Reseller Certification Manual

The AttainResponse Market Space

The above graphic shows the convergence on the Internet of three market places:

1. Mail ‐ (email) 2. Media ‐ (video) 3. Marketing ‐ (email marketing campaigns)

You can see a few of our competitors in each of those spaces. The AttainResponse offering integrates all of those markets into one based on the feature sets of its product offering. AttainResponse is where they all intersect. No other product has what we have all in one.

This integration of markets offers power and convenience for your customers because they have use of one tool for all of their needs.



Prospecting for AttainResponse Retail Customers

When prospecting for AttainResponse customers you should simply identify a need for a business or individual. Every business needs to promote their business. The AttainResponse offering is probably a more efficient method than their current marketing or promotions.

Starting a conversation with a prospect:

We have found this to be effective:

Prospect: “What do you do?”

You: “I’m in the Internet Marketing & Promotion business”

Prospect: “How does that work.”

You: “I help businesses and individuals promote and market themselves online”

Then remain silent, and let them ask additional questions.

Follow this up by saying: “I don’t have a lot of time now; however, if you give me your email address I’ll send you some information.”

Ideally you then place their name into a “form” generated by MarketingF5 that places them into a specified contact list. This will automatically send them a video auto responder with a form for them to “confirm” their email address. Once they confirm their email address you can place them into another “list” that starts an auto responder campaign that might send them information each week or month until they bite on your offer. This sounds difficult but it really is not. Valid email contact lists are like gold and it is well worth setting up the process to capture as many as you can.

Ask questions like:

1. Are you currently doing any promotions on the Internet? 2. Are you building an email list? 3. Are you sending out video email campaigns?

Start your conversations by asking questions, then listen and find a need or a desire and fill that need.

Most companies have an existing customer list and many are capturing emails now but do not know what to do with them. If your prospects are not capturing email addresses of their customers you need to educate them and tell them you have the tool to start right away. If they have an existing list you can further educate them by letting them know that they can upload their existing customers and send their customers newsletters, special offers, update information and all with video to achieve a greater response.



ANTISPAM POLICY It is very important that you fully understand our SPAM policy as it will effect you and all of your customers. All large ISP such as Google, Hotmail, AOL, and Yahoo take SPAM very seriously. They monitor SPAM complaints very closely and start rejecting all email from anyone with a percentage outside their requirements.

In order to maintain high delivery rates for all customers we must be very strict on our SPAM policy. Customers and Affiliates alike will SPAM and will have their MarketingF5 service shutoff. Don’t let it be you or your customers.

IMPORTANT NOTE: One (1) SPAM complaint per 1,000 emails sent (.1% complaint rate) is allowable. Recourse: If an account goes over this maximum limit then we will look for, in our system, either the "web form" opt‐in or the "closed‐loop‐confirmation" for the subscriber(s) in question. A "closed‐loop‐confirmation" is a confirmation email opt‐in (double opt‐in). If there is no such record of the subscriber opting‐in then we unfortunately have no choice but to consider closing that particular account for abuse. We have done quite a bit of research and 1 per 1,000 is common amongst the larger email service providers. And MOST IMPORTANT, sending clean, opt‐in email is the right thing to do for the Internet and users of email.

What the Law Requires

Here's a rundown of the law's main provisions:

It bans false or misleading header information. Your email's "From," "To," and routing information – including the originating domain name and email address – must be accurate and identify the person who initiated the email.

It prohibits deceptive subject lines. The subject line cannot mislead the recipient about the contents or subject matter of the message.

It requires that your email give recipients an opt‐out method. You must provide a return email address or another Internet‐based response mechanism that allows a recipient to ask you not to send future email messages to that email address, and you must honor the requests. You may create a "menu" of choices to allow a recipient to opt out of certain types of messages, but you must include the option to end any commercial messages from the sender.



Any opt‐out mechanism you offer must be able to process opt‐out requests for at least 30 days after you send your commercial email. When you receive an opt‐out request, the law gives you 10 business days to stop sending email to the requestor's email address. You cannot help another entity send email to that address, or have another entity send email on your behalf to that address. Finally, it's illegal for you to sell or transfer the email addresses of people who choose not to receive your email, even in the form of a mailing list, unless you transfer the addresses so another entity can comply with the law.

It requires that commercial email be identified as an advertisement and include the sender's valid physical postal address. Your message must contain clear and conspicuous notice that the message is an advertisement or solicitation and that the recipient can opt out of receiving more commercial email from you. It also must include your valid physical postal address.

SPAM Rules Simplified:

1. NO PURCHASED LISTS! Do not purchase Leads or Lists from any source. These lists will almost guarantee you will exceed the SPAM limitations and be shut down.

2. We want you to only use known good double‐opt in1 contacts for AttainResponse. If you have any doubts: Do Not Use the contact.

3. Even if someone has opted in, that opt in is only good for 90 days after they opt in. So, you must have them constantly agree to be marketed to.

4. You must use the Opt‐Out Option found in the campaign and auto responder tools. 5. You must complete all sections of the SPAM requirements when composing your email

campaigns (physical address, open with a clarification that this is a solicitation…) 6. You cannot make outrageous claims about anything. 7. If anyone opts out by any other means than the automated opt out feature, you must remove

that person from your List within 24 hours.


1 A double‐opt in contact is defined by a two step process whereby a contact entered their contact information, received an email confirming and they click on a link in that email to confirm that they are being sent emails.


Certification Overview

Documents

Transcript of Certification Overview