6 Legal Requirements for E-mail Marketing

E-mail marketing is one of the best solutions for interaction with your audience which can boost sales, engagement, retention and other product metrics if used properly. It seems that all the companies see the added value of this channel and implement it in their business strategy.

To be able to create efficient e-mail campaigns and build strong relationships with clients, we advise you to start from the legal requirements for mailings.

Here are 6 e-mail marketing rules from Federal Trade Commission (CAN-SPAM):


  1. 1. Do not use false information about e-mail sender

  2. 2. Do not use misleading e-mail subjects

  3. 3. Define an e-mail is an ad

  4. 4. Share your location with recipients

  5. 5. Give an opportunity to opt out of your mailing list

  6. 6. Respect opt-out requests



1. Do not use false information about e-mail sender

Send e-mails with an easily recognizable sender name. Your company should be clearly identified via domain name and e-mail address. Mailfire clients are a perfect example.

Safety is top-1 priority these days, so unknown e-mail addresses (e.g. no-reply) give a signal to be careful and do not open such e-mails. If sender’s name will significantly differ from the name of the product where a user has registered, he or she simply will not recognize your e-mail and send it to SPAM folder immediately.


2. Do not use misleading e-mail subjects

Trello gives a nice example. E-mail subject corresponds to the e-mail body giving the recipients an idea of what is inside

If an e-mail opened by a person do not include the information from the subject, the recipient will perceive the e-mail as manipulation and deception. You will lose your client because he or she will not open your e-mail ever again.


3. Define an e-mail is an ad

The Law gives us a lot of opportunities to advertise something by e-mails. But, when creating a subject, you need to clearly identify and notify for the recipient, that further he or she will find an ad of a useful product or service. One of the great exapmples is CoinKeeper. E-mail subject “Last sale in 2019: 8.99% for Unlimited Premium” clearly tells the recipient that the e-mail advertises company's services and offers a discount.

4. Share your location with recipients

Make sure your recipients know how to find you offline. For instance, place the valid company address in the footer of the e-mail. Why is it important? Firstly, it is a CAN-SPAM requirement. Secondly, the address will increase customer loyalty. Below you can see the examples from Scribd and, of course, Google LLC.


5. Give an opportunity to opt-out of your mailing list

Federal Trade Commission provides an opportunity for the recipients to optout of your mailing list. You must clearly inform customers how to unsubscribe from your notifications. Moreover, opt-out process should be as simple as possible.
Our client sets a good example and inform recipients of the opt-out opportunity.


6. Respect opt-out requests

Once the recipients told they do not want to receive e-mail from you, it is obligatory to satisfy their request in 10 business days. It is not allowed to charge for opt out; require any personal information beyond email address; force the recipient to make any step other than sending a reply e-mail or visiting one web page which can satisfy the opt out request.

Moreover, it is not allowed to sell or transfer their e-mail addresses even in the form of a mailing list. The only exception is the ability to transfer the addresses to a company you have hired to comply with CAN-SPAM.


E-mail marketing is a very good way to develop cheerful and long-term relationships with your audience. Compliance with all 6 rules will help you to build proper expectations from e-mails, to do this efficiently and legally. If you have any questions, please let us know. We, at Mailfire, are always happy to help you!

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