CAN-SPAM

Definition

CAN-SPAM is a United States law regulating commercial email. It sets requirements such as not using false headers, ensuring proper identification, and providing a clear unsubscribe method. The law aims to protect recipients from unwanted or deceptive messages and holds businesses accountable for their email practices. Compliance applies to all promotional emails sent to US recipients.

Why Use

• Builds trust with recipients by respecting inbox preferences.
• Reduces risk of legal penalties and fines.
• Increases email deliverability rates and sender reputation.
• Promotes transparent communication with the audience.

Core Concepts

• Accurate sender information in the message header.
• Clear subject lines that reflect the email’s content.
• Simple and accessible unsubscribe process.
• No use of deceptive links or misleading content.
• Promptly honouring all opt-out requests.

Examples

Scenario 1: A company sends a marketing newsletter with a working unsubscribe link, accurate sender name, and clear subject line.

Scenario 2: A promotional offer includes an opt-out option at the bottom and uses no misleading language or hidden disclaimers.

Common Pitfalls

• Failing to provide or promptly action an unsubscribe option.
• Using false or misleading sender information.
• Neglecting record keeping of consent and opt-outs.

See Also

Related terms: GDPR, Double Opt-In, Email Authentication, Permission Marketing, and Spam Traps.