A (2:55)

Let's talk about the subject lines for a moment because there's a couple things that I think are a little bit nuanced that I want to ask. And so I took an email course some time ago and one of the things that they taught us was because of, I want to say it was a pharmacy that sued Google, you can't put in spam anything that says like your order confirmation or appointment confirmation. So technically, if I'm trying to sell you something that has absolutely nothing to do. Are you following me? You look like a big question mark on your face.

B (3:35)

No. So I think where you're going is, can I, a brand or an email marketer, can I send you an email with a subject line? Your upcoming appointment has absolutely nothing to do with your upcoming appointment.

A (3:45)

Right?

B (3:46)

No. That would be mischaracterizing the body of the email.

A (3:51)

The strategy I spent 12 grand learning is pretty much okay, perfect.

B (3:55)

Yeah. I mean, so, and I'll say this.

A (3:59)

This is why you have to be careful of whose homework you cheat off of.

B (4:03)

Well, and this is one of those more kind of fact dependent issues that kind of comes out in litigation. Are you going to get sued alone for the subject lines? Depending on what they are? May probably not. There's usually going to be another issue that we'll talk about later called traceability of who actually sends the email.

A (4:20)

But let's talk about Brown versus Old Navy.

B (4:23)

So the subject line, I mean, it needs to accurately describe the contents of the email. And unfortunately in that case, the promotion that was being run was not truthful or I don't know if it was truthful or not, but at least those were. That was what the allegations in the complaint were and that it wasn't a limited offer and it was just trying to trick people into opening these emails. Yeah. And so you're not supposed to be doing that in any sort of copy, but especially where there's a statute saying that you can't have a false or misleading subject line. You know, false claim in a subject line is going to be interpreted as.

A (4:53)

So Old Navy sends out an email and the email has false, false scarcity in the subject line and they get sued by somebody named Brown.

B (5:02)

Somebody named Brown.

A (5:03)

And.

B (5:04)

And the case is ongoing.

A (5:06)

Right.

B (5:07)

So I mean, the question that went up to the Washington Supreme Court was what is a false or misleading subject line under Washington law? Is it the way what most practitioners thought it meant. It's, are you misrepresenting the commercial nature of the material that's in the body of the email or is it actual, you know, a false claim? And the Supreme Court came out and said, no, it's a false claim.

A (5:27)

And so here's my understanding of the penalty of this mishap is $500.

B (5:35)

Correct.

A (5:36)

Per email, Per email, per recipient, per recipient. So if I send to my 10,000 person list this, I sent 10,000 emails and it's 500 times. 10,000 are only the people that opened.

B (5:50)

Oh, no, it's, it's however many you send to them.

A (5:52)

Okay.

B (5:53)

And there's a bunch of ways that you kind of argue around this of whether or not, you know, someone opted in to receive emails. That is one way to, you know, because really the predicate for a lot of this, especially under California, because that's where most of this litigation is. It's, it's whether or not this is unsolicited. So if you have valid 1 to 1 opt in for people agreeing to receive emails, that's going to be a great defense to this because at that point, I mean, they're agreeing to receive all these emails. Now does that cure other deficiencies or violations of the email? Not necessarily, but it's a great argument to have. But getting back to more of what we were talking about, you need truthful stuff in the subject line when you are sending it out to massive lists. The statutory penalties start to add up and we've been in the middle of a couple of them.

A (6:42)

So California, Georgia, Maryland and South Dakota all have very similar statute to Washington.

B (6:48)

Correct.

A (6:49)

This is probably going to roll out every state.

B (6:52)

Yeah, I'm kind of surprised it hasn't. Everybody hates spam. I mean, even just my work email address is just inundated with stuff.

A (6:59)

So the promotions tab is for Ryan.

B (7:02)

Outlook doesn't have those.

A (7:03)

Right. Because you're running on 1922. Right.

B (7:06)

We're just lawyers, so. But no, I mean, make sure you have truthful subject lines. Don't make false claims in your emails. Otherwise it's going to be a predicate for statutory penalties.

A (7:15)

What's up? We interrupt this podcast to remind you to like and subscribe so that you can always be in the know of when Ryan and I drop a new episode of Marketing on trial. Also, sign up at www.specialopspodcast.com for a visionary vault and get all of our freebies. What haven't I asked that I should have?

B (7:35)

Big thing, especially in California. I Want to talk about traceability, since we're talking about email?

A (7:39)

Okay.

B (7:40)

So recipients of an email need to be able to identify the sender of that email. So it's not the brand. You know, if you're using an affiliate to publish a bunch of emails or send a bunch of emails.

A (7:50)

It's the sender.

B (7:51)

It's the sender. It's the affiliate. Yes, it's the affiliate. So you need to be able to identify that affiliate by. By name, address.

A (7:58)

Typically it's physical address.

B (7:59)

Physical address. The best practice would be it's a corporate entity at the bottom of the email. I guess there's two ways you could use a publicly registered domain. If you're not using that, then at the bottom of the email, it needs to have the name of the corporate entity that's sending it the address that is linked to that corporate entity. You need to be able to go to a Secretary of State's website. So, like, wherever you go, you incorporate your entity. So Shockwave Solutions, I believe it's a Texas corporation.

A (8:25)

It is.

B (8:26)

So at the bottom of the email, if you, you have Shockwave Solutions and an address, you should be able to go to the Texas Secretary of State website and search for Shockwave Solutions. And there needs to be an. An entity by that name.

A (8:39)

I don't think that I knew that. So I actually recently bought an address.

B (8:45)

Okay.

A (8:46)

Because the address that's linked to my business is my address.

B (8:55)

Your home address, correct? Yeah.

A (8:57)

So I, I bought an address. I'm going to show it to you because this is what you get to do when you do a podcast with Ryan. You get free legal advice. It's great. It was brilliant on my part, by the way. I got Perry Belcher to pay me money to teach me everything I know. I got you to pay to fly out here to teach me all kinds of stuff for free. In all seriousness, though, I'm going to show you mine. But if you go on the Secretary of State, it's going to be my home address for Shock.

B (9:24)

So the principal place of business for your corporate, whatever information you have in the Secretary of State should match. So I would use the new, the new mail drop or the new address that you have for your business to go to.

A (9:38)

Secretary of State.

B (9:39)

Correct.

A (9:40)

So just update the Secretary of State.

B (9:42)

Correct.

A (9:42)

Okay, well, I got off on a little bit of a hinge and now, of course, I can't find any of my own emails to show you. I'll show you later.

B (9:48)

But, but, and I'll tell you, I've been in Arguments with opposing counsel over whether or not, you know, there is a disconnect in the name of the corporate entity or the address at the bottom of the email and it's, you know, there's. Or they're using.

A (10:02)

I knew that there needed to be a physical opt out address. I knew that.

B (10:07)

The unsubscribe link.

A (10:08)

Yeah, I mean not just the unsubscribe link. There's supposed to be. By law you have to have a physical address, an opt out address.

B (10:17)

When you say opt out address, you.

A (10:18)

Have to have a physical address where people can opt out of your emails and send them. Correct. Like your ESP requires that. And you will get occasionally, it's really funny, you will get people who will occasionally write in like handwritten letter telling you not to send them anything anymore. Which is hysterical to me.

B (10:39)

Now probably the easier way to do this would be just to use a publicly registered domain. And so if you use a publicly registered domain and you go to the website registrar and so for shockwave solutions.com it's a public. If it's. I don't know if it is or not, but if it's a publicly registered domain, it'll have all the same identifying information, who owns the domain, contact information.

A (11:01)

Physical address on the email.

B (11:02)

No, you don't have to. No.

A (11:05)

Huh. I actually thought that you did. No, your es. My ESP requires me. Yeah, my ESP requires.

B (11:14)

But that's separate.

A (11:16)

Interesting. Okay, so go ahead. I don't want to keep you.

B (11:19)

No.

A (11:20)

Now I'm like surfing looking for my own emails and I can't find my own email like a jackass. But go ahead, Ryan, Last time I.

B (11:27)

Looked at it, I think you're using a publicly registered domain.

A (11:29)

So Shockwave is publicly registered.

B (11:31)

Yeah. Yeah. So it's only when you're using a privately registered domain is when you're going to have some issues. And so because then you have to look at the body of the email and is the sender actually identified and you can get into a bunch of, I would say polite arguments with opposing counsel of like, okay, so if I click on links in that and that links me to a website and that website is publicly registered or it clearly identifies the sender of the email, is that traceable? It is just much easier to not ever have to have that argument and just have the legal name at the bottom of the email, the legal address and working on subscribe link.

A (12:05)

Okay. All really good information. Some things I didn't even know. Yay, Ryan. I'm ready to move on to a checklist. Did I forget anything?

B (12:14)

No, I think that's it.

A (12:15)

Okay, Number one, run an audit of your email and make sure you are flagging previous emails that have these false subject lines. You want to use that to teach your team, particularly your email provider, if you have one. This is like a big problem in direct response and E commerce, right? Because a lot of us have someone. I'll use Michael Goff for an example just because I've worked with him so much. Michael Gough is an email list manager. And so when you're working with an external team, you're still responsible ultimately for what goes on your email list. So making sure that you're communicating. I'm sure Michael stays up. I certainly don't mean to blow him up. I'm sure he stays up with all the compliance thing. But things. But you need to make sure that you're going back, auditing what. What was wrong and sending them to whoever is managing your list, whether they be internal or external, and setting those guidelines and have a guideline SOP on emails for this purpose, update your ESP settings. You're going to create a very specific header compliance filter in your ESP ad compliance memos. Document why each subject line is permissible. You may get something three, four months from now that someone doesn't remember. So make sure if there's a reason why your claim is permitted under the law that you make sure that you tie back why it is because again, you may not remember later. And then train markers. Factual or puffery? Just I do. We do ratings at our business, obviously. Like there has to be some kind of scarcity. There has to be some reason for people to open. There's we. We do an opposite of Gordon Race. You guys do. One is can't guess. Yeah, we do. One is there's not much rest. Ten is there's a lot of rest. Anything that lives under a five, I don't need to see. Anything over six, I need to approve. And so you want to create markers like that within your own brand so that you can make sure that you're going to be safe, if you will. So if your subject line says today only, but the same sale runs through tomorrow, it's not clever. It's a $500 per email per recipient risk. Washington's ruling is a game changer, not just for compliance, but for trust. Marketers can still craft compelling emails, but honesty is mandatory. The moment the subject line hits the the inbox, now's the moment to audit, adjust and document your header strategy, especially for Washington recipients California, Maryland, Georgia, and South Dakota. Download our subject Line Compliance Checklist featuring audit templates and safe phrasing guidelines in our Visionary Vault. If you haven't signed up for the Visionary Vault, head over to www.specialopspodcast.com and sign up for that. Ryan and I have created a ton of material. Shockwave Team has created a ton of material. You got loads of courses. We never try and sell you anything. We're just giving out free information. The real reason I do this so I can get free legal advice from Ryan because he's really expensive and I don't want to buy him a Ferrari. But thank you, Ryan for doing this with me. This is amazing.

B (15:36)

Thanks Emma. Appreciate.