A lawsuit filed by a long-time anti-spammer against Scott Richter and his e-mail marketing firm OptInRealBig accuses Richter and his clients of using deceptive subject lines.
However, if the California court agrees that all of the subject lines detailed in the suit are deceptive, some fairly standard direct-marketing teaser-copywriting techniques could be legal landmines in e-mail.
Ron Guilmette, proprietor of software concern Infinite Monkeys & Co., filed suit in California Superior Court last month against Richter and four of his alleged clients, seeking $27.4 million.
The suit claims that OptInRealBig, Westminster, CO and the other defendants violated California law by using a large number of different domains to send e-mail in an attempt to avoid getting their campaigns blocked by ISPs.
The suit also alleges that the defendants violated California
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