The #1 rule of email marketing is to be sure your program is compliance with the CAN-SPAM Act. Use this checklist to make sure your email follows the rules!
- Don’t use misleading header information: This usually happens automatically but be sure that your “From”, “To”, and “Reply To” information clearly shows that the email is from you or your business. This information must be accurate and clear.
- Don’t use deceptive subject lines: The subject should always reflect the content of the email.
- Identify that the message is an ad: The Federal Trade Commission’s Bureau of Consumer Protection website states the law gives a lot of leeway with this one but you must clearly disclose that your email is an advertisement.
- Include a physical address where you can receive mail: This might be your actual physical location or a P.O. Box you’ve registered with the U.S. Postal Service.
- Include an Unsubscribe Link: You get this from your email service provider. All emails should have this link in the footer so that users may request to stop receiving email from you.
- Honor opt-outs promptly: Ensure that if a user elects to unsubscribe that you are taking them out of your mailing list.
- Monitor what others are doing on your behalf: Even if you hire an outside company to handle your email marketing, it is your responsibility to ensure that they are following these rules. If there is an issue, both the person sending the email and the product that is promoted will be liable.
- Always send email only to those who have opted in to receive mail from you. This is the best way to ensure you are mailing to users who want to read your email. This will help keep your unsubscribe rates low.