8 Steps to Make Sure Your Email Marketing Is Legal

Email marketing is an essential marketing strategy for brands who wish to directly market their product/good and increase their sales. But what exactly are the legal requirements you must comply with for email marketing, and what are the associated risks? Here are 7 steps to make sure your email marketing is legal.
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Email marketing is an essential marketing strategy for brands who wish to directly market their product/good and increase their sales.
But what exactly are the legal requirements you must comply with for email marketing, and what are the associated risks?
Here are 7 steps to make sure your email marketing is legal
Guideline #1: Don’t use false or misleading header information. Your “From,” “To,” “Reply-To,” and routing information - including the originating domain name and email address - must be accurate and identify the person or business who initiates the message.
Guideline #2: Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.
Guideline #3: Identify the message as an ad. The law gives you a lot of leeway regarding how you want to do this, but in any case, you must disclose clearly that your message is an advertisement.
Guideline #4: Tell recipients where you’re located. Your message must include your valid physical postal address. This can be your current street address, a post office box, or a private mailbox.
Guideline #5: Tell recipients how to opt-out of receiving future emails from you. Include the notice in a way that is easy for the ordinary person to recognize, read, and understand. You should also give a return email address for people to communicate their choice to you.
Guideline #6: Honour opt-out requests promptly. Any opt-out mechanism you put in must be able to process opt-out requests for at least 30 days after you send your message. You must honor opt-out requests within 10 business days.
Guideline #7: Monitor what others are doing on your behalf. The law makes it clear that even if you hire another company to handle your email marketing, you cannot contract out your legal responsibility. This means that both the company whose product is promoted in the message and the company that sends the message can be held legally responsible.