Creating Compliant Email Campaigns

When creating Campaigns for clients, they often ask why we include certain things. For instance, we’re asked – “Do we have to have the opt-out link?” or “Why did you include our address?” and “How do I blast to this list I bought?”. Well, because any email that is promoting your business or selling your products or services there are rules. Those rules are FCC’s CAN-SPAM Act.

Email marketing is still one of the most effective ways to connect with your audience and promote your products or services. And as we learned from Spiderman, with great power comes great responsibility. So, what must you include in an email campaign to be CAN-SPAM compliant?

1.  Clear & Honest Subject Lines – The first step towards CAN-SPAM compliance is subject lines that accurately represent the content of your email. Deceptive or misleading subject lines are a violation of the law. Be transparent about the email’s purpose to maintain trust with your subscribers.
2.  A Valid Physical Mailing Address – Yup.  You really do have to include a physical address.  It must be a valid physical postal address where recipients can reach you. This address helps establish your credibility and gives recipients a way to contact you if needed. Include your company’s physical address in the footer of your emails.
3.  Easy Opt-Out Option – Every email campaign include a clear and simple way to opt out. Include an unsubscribe link or button that allows subscribers to easily remove themselves from your mailing list. If you use Zoho Campaigns or other email marketing platform, it’s super easy to manage send suppression.
4.  Include Your Sender’s Information – In addition to the physical address, your email should clearly indicate who the email is from. Include your business name and contact information, making it easy for recipients to recognize you. 
5. Use Accurate Header Information – Ensure that the “From” and “Reply-To” is accurate and represents your business or organization. In other words, don’t mask your sender info or try to be misleading about who it’s from or who the recipient will be replying to.
6.  Avoid Purchased Email Lists – It’s important to build your email list organically rather than purchasing or renting lists of email addresses. Emails sent to purchased lists often result in a high number of complaints and can lead to violations of the CAN-SPAM Act.
7.  Regularly Monitor Compliance – Maintaining CAN-SPAM compliance is an ongoing process. Regularly review your email marketing practices, update your mailing lists, and ensure that you’re following all the rules and regulations.
8.  Keep Records of Compliance Efforts – Document your opt-in processes, unsubscribe requests, and any actions you take to address complaints. This documentation can be valuable in case of any compliance inquiries.

Creating CAN-SPAM compliant email campaigns is not only a legal requirement but also a way to build trust with your subscribers and maintain a positive sender reputation for your business. It’s pretty easy and straight forward to ensure that your campaigns are not only effective but also compliant with the law. Following best practices in email marketing benefits both your business and your subscribers.