Part 9 – This is Part 9 of our free 30-day Email Marketing Training Series.

According to recent research, 9 of every 10 emails received daily are categorized as spam. Just a few years ago, only half of our emails were considered spam. This number is on the rise as more people catch on to email marketing and implement it into their marketing plan.

But, how can you make sure your emails don’t end up on the SPAM list?


Follow some of the best practices and tips below to ensure your emails get delivered and are read by your email contacts.

A Brief History on CAN-SPAM

CAN-SPAM ActIn December 2003, President George W. Bush signed the CAN-SPAM Act into legislation. Specifically designed to target the absolute worst offenders, the “Controlling the Assault of Non-Solicited Pornography and Marketing” outlined and standardized the requirements for commercial emails. It also detailed the penalties for sending spam, something that was previously governed on a state-by-state basis.

But, don’t be alarmed! Although it sounds scary, CAN-SPAM is not that difficult to comply with.

There have been very little lawsuits in cases against marketers, and in those specific cases, they involved flat-out fraud or deception. Marketers with legitimate companies just need to be aware of the Act and follow it in order to be in compliance with the laws.

Best Practices for Marketers Against SPAM

Overall, the best practices for CAN-SPAM compliance are fairly simple. They include five main points, listed below:

  1. Create and maintain a “do not email” (DNE) list.
  2. Make your opt-out process “uncomplicated” and simple.
  3. Add your company name and address to your email messages.
  4. Allow opt-out by any means mentioned in an email—unsubscribe link, reply to, web-based unsubscribe requests, etc.
  5. Train your customer service staff to capture and process any non-web-based unsubscribe requests within 10 business days.

Alternatively, if you choose to advertise your content, products or services to a commercial email list that did not opt-in to your list, you may do so, but the email must be labeled as “Advertisement” or “Solicitation”.

And, emails that are sexual in nature must be labeled appropriately also, as “Sexually Explicit”.

In Summary

Make sure you provide a simple opt-out process for your email contacts and make sure you’re sending your email messages to contacts who have opted in to your list.

If you follow these CAN-SPAM guidelines, you’ll be good to go and on your way to email marketing success!


If you have any questions on this issue, feel free to post in the comments below.