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Email Marketing Laws & Regulations [Must-Know for Every Marketer]
22 May 2020

Email Marketing Laws & Regulations [Must-Know for Every Marketer]

Being unfamiliar with the prevalent rules and laws for sending emails to people for your business promotions is ethically termed as unlawful. No matter how valuable information your mail has in store for the readers, the email needs to follow the set rules in order to avoid any hassles.

As the outreach of an email can’t be limited, so you must be aware of the rules set up by each country for the residents residing in their geographical areas.

Below, I will be sharing few of the most important laws & regulations. Unlike the Pro marketers these would be the saving grace for you.

  • Make sure you have the permission to email

Yes, many countries have strict rules that clearly define that you should have permission from people whom you are sending emails.

Users should have shown interest towards your website, or any of the approach while seeking knowledge about your product or service and they have shared their email IDs in return for receiving more information or maybe the access to use a freebie or a downloadable item.


Permission to email can be implied or expressed. When you already have a business relationship it is implied permission and when a user takes a step further and on his own will subscribe to your newsletters it is expressed permission.


  • Avoid using a misleading header information

‘Header Information’ includes from name, subject line and reply-to-address. Email marketing rules regarding this clearly state that you should have the header information defined appropriately without using any tricks that can mislead a reader.


The subject line should clearly indicate what is represented below in the email. No lies, no hyped statements should be there just to have more opens.


  • Your Email should be identifiable as an Advertisement

You need to present your emails in a way that they look like an advertisement. However, the law provides a lot of flexibility, where in you are benefit with not necessarily stating “That This is an Advertisement”.

You just need to craft the email intelligently adhering to the law and the scope defined. A user should not treat it as a personal mail and in no way feel deceived.


  • Include Your Valid Address

The existing email laws make it mandatory for the sender to include a valid business address for correspondences. The address can include the street address, postbox address or an address with a registered mail-receiving company.



  • Make it easier to opt-out

Most of the countries with their prevalent email marketing rules have defined specifications for making the opting-out process clear and evident. Simply, if a user at any point in time wants to stop receiving any emails and newsletters in future, then there must be an easy to understand and recognizable method to opt-out.


Most of the companies include the Unsubscribe option in the footer section of their emails.


  • Act promptly to Opt-out requests

Falling under the Can-Spam laws, an opt-out request should be honored and given the due weightage within the next 10 business days. No fee can be charged in any way and neither can the user be asked to visit a webpage or any sort of offer link as a mandatory requirement for opting-out.

It’s advisable to keep the opt-out process simple and a small process. As the user tends to unsubscribe and opt-out you can show a confirmation message confirming that the user has successfully subscribed out and won’t be receiving any emails in future from your end.


Adhering to the above defined rules and laws you can make your business compliant with the prevailing global anti-spam laws and can continue expanding your business reach.


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July 17, 2018
05:45 PM
July 17, 2018
05:45 PM