As an email marketer, you probably know a thing or two about CAN-SPAM laws and regulations. You are required to follow these rules, but did you know that they can also directly impact your deliverability? This article outlines the main requirements of the law.
There are seven main requirements that need to met before you send an email. Click here for the FTC's CAN-SPAM Act regulations.
- You must use accurate routing information (such as the "From," "To," and "Reply-To" fields) that correctly identifies the person or business who is sending the message
- Subject lines must accurately reflect the content of the message (e.g. if you use the subject line "Free Kittens," your mailing cannot be about getting event registrations)
- If your message is an advertisement, you must clearly label it as one
- The message must contain your business's valid physical address
- You must provide a clear, fast, and easy way for recipients to unsubscribe from all future mailings. Recipients should only be required to enter their email address or reply to an email (they should not be required to log into a site or take any additional steps other than visiting a single page to enter their email address). Additionally, it may be wise to have a separate opt-out link to allow recipients to choose their preferences as to what type of mail they want to receive.
- All unsubscribe requests must be processed within ten days. The unsubscribe mechanism has to remain available for 30 days after the message has been sent. Once recipients have unsubscribed, you cannot sell or transfer their addresses in any manner. The only exception is that if you are using a new system, you may need to transfer the unsubscribed addresses in order to honor previous requests to be suppressed.
- Be sure that all third parties handling your email marketing are also abiding by these laws. If you contract other people or businesses to handle your email marketing, they too need to comply with the CAN-SPAM Act.
What About Transactional Mailings?
Informz offers a transactional module for this type of correspondence where unsubscribed email addresses are not suppressed. However, there are specific guidelines that need to be followed in order to maintain compliance. Remember, it is always best practice to include an unsubscribe link in these types of mailings to deter anyone from classifying your email as spam (as this is more harmful to your sender reputation than having someone unsubscribe). You can refer to this article or the FTC site for further details.
How Informz Can Help
- Unsubscribers outside of Informz can be uploaded into the Informz Database to ensure they are being suppressed.
- Use Informz's templates to add a physical address through our default or custom options.
- There are many unsubscribe options to choose from that provide a fast, simple way for recipients to unsubscribe from future mailings.
- You can create default/custom "From", "Friendly From", and "Reply-To" addresses to reflect the proper routing info.
- The "List-unsubscribe" header is used for all mail being sent through Informz. This allows mail receivers to add their own unsubscribe function to their UI, making the process even faster and easier for the recipients.
The Law Stands!
Remember that while Informz can assist with maintaining compliance, it is always the sender's responsibility to abide by CAN-SPAM regulations.