Email Marketing Campaign RulesAre you aware of the fact that there is a law regarding emails? It is the CAN-SPAM Act. If you are advertising or promoting a commercial service or product via electronic communication, then you must follow the law or be faced with some large penalties. However, don’t worry, we are here to break down all of the jargon so you can have a better understanding of the Email Marketing Campaign Rules.

Let’s discuss the law’s history before we really dive into the rules. In 2003, the CAN-SPAM act bill signed into law by President George Bush specifically as an attempt to stop the avalanche of spam landing in everybody’s inbox. In 2008, this law was updated. Truthfully, if you don’t follow the news closely, you may not know a lot about all of the ins and outs regarding this law.

There may be some small businesses that know about some of the conditions contained in the CAN-SPAM Act, however we don’t think too many are all that familiar with the entire law. We will be outlining seven of the law’s key components (email marketing campaign rules) that as an email sender you should know and follow, in addition to a couple of tips to help you get it all right from the very start.

Email Marketing Campaign Rules and Tips Everyone Should Understand


1. It Is Very Important That You Let Readers Know Who Your Email Is From

This covers the importance of the email field labels (From-To-Reply-To). The focus of this law is on honesty. The “To,” “From,” and “Reply To” labels all need to clearly tell the email recipient who the email is coming from. These fields should have the name of the business or person who is sending the email.

2. Create Honest Subject Lines

Make sure that all of your subject lines actually reflect what is inside the email. Don’t be deceptive. Don’t have your subject line say, “Claim your $500 gift card” to try to entire people to open your email when it is actually about your new product.

3. Realize You Are Sending an Ad

Recognize that the email you are sending is actually an ad. If everybody on your list has given their permission to send your emails then this isn’t necessary. We strongly recommend that you obtain permission from all your subscribers prior to sending them emails. A majority of email service providers (ESPs) actually require that you have your subscriber’s permission before you use their service to send out any emails.

4. Provide a Physical Address

Every email should contain a physical address or postal address for the business or individual sending the email. This helps to demonstrate that your business is credible, and gives your recipients another way of opting-out of your emails if that is what they want to.

5. Each Email You Send Out Needs to Have an Easy Option for Opting-Out

There needs to be an easy way for your subscribers to unsubscribe or opt-out from your emails in each message that you send out. You can add a link for your readers to unsubscribe at the bottom of your emails. The process needs to be easy. This is one of the additions made to the law when they revised it in 2008.

6. Honor Opt-Outs Right Away

When a subscriber wants to get off your list, you are given 10 days to complete the request. You are not allowed to charge any fees for the service, sell the individuals’ contact information to any other company, or ask them for any of their personal information. A majority of email service providers manage the process on your behalf. That is another benefit to utilizing an email service provider (ESP).

7. Monitor What Others Are Doing For You (Companies, Managers, Employees, Affiliates)

When another company is managing your email list for you, and if the company happens to break any of the rules that we have discussed here, you are still going to be held responsible.

8. Tip: Use Your Head and Always Go with Your Gut

Using good judgment is much of what this law is all about. Therefore, the next time you are setting an email marketing campaign up, it would be a good idea to check it against this Email Marketing Campaign Rules list to ensure that everything is legitimate.

9. Tip: Easy Email Compliance Solution

Ezepo helps you collect opt-outs, focus on your business, stay compliant, and protect your brand. Get started today by contacting us using our contact form or calling +1 (510) 619-4745 for more information. Ezepo is like adding to your tech team only in a very affordable manner.

10. Tip: Compliance Guide from the FTC

Want more information on this topic, a compliance guide is offered by the Federal Trade Commission at its site to assist small businesses with complying with the CAN-SPAM Act.