If you’re growing a small-scale business or a company that involves in the mass production and needed to reach the target customers, email marketing is one of your best options to use. For commercial and business marketing strategies, many people now are using technology to improve their way of life. Sending messages through emails is now common for carrying out more and more types of communications.

Email marketing creates a way to directly talk to your customers as well as your partners or any other individuals to get their interests about your products or services you are offering. It makes customers feel valuable at the same time and this is the most important advantage of email marketing. Unfortunately, you need to be careful using this brilliant marketing strategy. There are standards and law about sending emails that you need to follow. The CAN-SPAM Act.


What is the CAN-SPAM Act?

If you’re an email marketer and you’re going to send an email to a customer promoting and advertising your products or services, you need to slow down and think about a law called the CAN-SPAM Act of 2003. Proposed and regulated by former President George Bush, The CAN-SPAM Act stands for Controlling the Assault of Non-Solicited Pornography and Marketing Act, as a way of setting national standards for sending commercial emails. It has been updated and advanced into few edits in 2008.

Why should I care?

Noncompliance with CAN-SPAM Act can have severe and lasting consequences for your business, like losing your account in Internet Service Provider, listing the name of your business’s name to consumer-protection spam-block lists as well as substantial fine amounting to more than $16,000 per email that you sent and worst, you could end up in jail.

The very important point about this Act is, the legislation only applies to promotional or commercial emails which describe as emails promoting or advertising your products or services and not transactional or relationship emails like customer service inquiries, responses, e-commerce transactions or any other transactions that might occur within your company.

To ensure that you are following these standards, these are some rules that you need to be familiar with based on The Guide to the CAN-SPAM Act by EveryCloud.


  1. False or misleading header information can be crucial.

Illegal Email Marketing Strategies.

Tactics, like hiding your email address and distributing emails from an unknown sender, must be avoided and data from crucial fields like the ‘From’, ‘To’ and ‘Reply’ should be accurate and clearly identify you or business. Proper and relevant data from the ‘Subject’ line must also be considered for the customer or the recipient to easily identify the whole content of your email. Avoid deceptive words like ‘Claim your $1000 Gift card’.


  1. Ad acknowledgment.

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If you’re sending promotional emails or advertisements for your products or services, be sure that it is clearly stated so that the customers/recipients will fully understand the content of the email is an ad. Permissions from your subscribers is a good way to ensure the quality before sending them advertisement emails.


  1. Tell your business location

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Every email sent to your customers must contain the person’s or business’s contact information like the business physical postal address, PO Box or any other address that is linked to your business. This will show that your business is legitimate and a credible one and also it offers another way for your customers to get in touch with your business.


  1. Provide an easy opt-out option

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Subscribing and unsubscribing to your service is the customer’s choice, as addition to the law in 2008, all sent messages must include options like an ‘Unsubscribe’ link or button or any simple instructions on how they can opt out from your service that will stop them from receiving any future email communications from your business.


  1. Timely opt-outs

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If the customer’s decided that they’ve had enough of your service and chose to opt-out, make sure to honor the request within 10 business days without charging any fee for the service, requiring the customer any personal information beyond their email address or redirecting them to complicated steps out. Opting out must be easy and must process the request for at least 30 days after you send the message.


  1. Monitor third parties

Any third party organizations must be monitored, aware and familiar with the legislation to ensure the full compliance with the CAN-SPAM Act. So if you hire another company to manage your email list on your behalf, all must comply with this law to avoid penalties and other consequences.


Email marketing is a powerful tool for your business’s growth in terms of advertising, marketing, and commercial strategies. Following the rules doesn’t hurt us, right? These rules can be scary and complex but make sure that you’re updated with the laws in order for your business to build trust, good relationship, and credibility with your customers.