CAN-SPAM sets US requirements for commercial email, including business-to-business messages. It is not a blanket approval for every cold-email campaign.
Core requirements
- Use accurate sender and routing information.
- Keep subject lines truthful.
- Clearly identify advertising where required.
- Include a valid physical postal address.
- Provide a clear, easy opt-out method.
- Honour opt-outs within 10 business days and keep the opt-out mechanism working for at least 30 days after sending.
- Check the conduct of anyone sending on your behalf; outsourcing does not remove your responsibility.
As a practical sending rule, suppress opt-outs immediately rather than waiting for the deadline. Do not require payment or unnecessary personal information to unsubscribe.
This is a brief overview, not legal advice. Other privacy, marketing and platform rules may also apply. Read the FTC's CAN-SPAM compliance guide and obtain advice for your particular campaign.
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