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Send real estate spam at your own risk

FTC has more e-mail marketing compliance rules in the works

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Dirk Knudsen, like many legitimate e-mail marketers, worries that the culprits behind the 200-plus junk e-mail messages he receives each day threaten to hurt his real estate business. With federal spam regulations in motion, almost everyone who conducts business communication through e-mail is walking on compliance eggshells. Knudsen, president and associate broker of RE/MAX Metro in Beaverton, Ore., uses e-mail to market to consumers who have signed up for his services through his Web site. Though he's received offers to purchase mailing lists of some 6 million names and addresses, he prefers not to participate in that kind of mass mailing. "We value those (consumer) relationships and sure don't want to burn down that bridge," he said. While the CAN-SPAM Act, which went into effect Jan. 1, wasn't intended to shut down legitimate e-mail marketing campaigns, no one is safe from complying with regulations it set forth. Compliance with spam regulations and some of the grey areas in the l...