CAN-SPAM is a set of laws that regulates business emails or points out principles for commercial email best practices, giving recipients the right to opt out of email lists during email marketing with strict penalties for violators.
According to the United States Federal Trade Commission, the CAN-SPAM is an Act that applies to bulk email, all commercial messages, as well as emails promoting content on commercial websites “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service.”
Adherence to the CAN-SPAM Act is cheap meanwhile violation attracts a penalty of about $51,744.
Let us consider some of the CAN-SPAM’s compliant requirements in email marketing:
1. Have an unsubscribe link (make it accessible): It is best practice to provide the opportunity for people to unsubscribe from your email list but it may seem the other way around. It makes no sense to have someone on your list who feels unhappy being there. It is the reason many newsletters have low engagement and readership rates. The unsubscribe option does not only keep you CAN-SPAM compliant, but it also provides the opportunity to have only an interested and targeted audience for a particular content which leads to a better conversion rate.
2. Let go of people who have unsubscribed: Email service providers have a way of automatically getting rid of email contacts of those who have unsubscribed from your mailing list. All you need do is to get them out of your list in ten business days. This is in line with CAN-SPAM guidelines.
3. Let your location be captured in your email signature: Including your physical address in your signature is a way of building trust and accountability to both readers and your email service provider. It is a required feature for a transparent brand.
4. Avoid the use of false or Misleading Header Information: The information in the form that people fill in to be ushered into your email list and the information in your landing page as well as the email address and domain name should all align and be accurate. This information must be true to the business, person, or brand who initiated the email conversation.
5. Bear in mind that your subscribers can opt out of the marketing list at will: Irrespective of the fact that you can send marketing emails to people in your subscription plan, make it easy for subscribers to always opt out of your membership or subscription list without hassle.
6. Avoid the use of deceptive subjects: It is wrong to use subject lines that do not reflect the content of the message as bait to attract subscribers to your list. Your email subject line should always align with the main objective or content of the message.
In conclusion, whatever the purpose of your email marketing (commercial, transactional, or relationship content), you are expected to always comply with CAN-SPAM requirements. Always avoid misleading or false information and make room for subscribers or people in your list to be able to opt-out at every given time without hassle.
