Rules vary by jurisdiction — CAN-SPAM in the US, GDPR and PECR in Europe, CASL in Canada, and others. This is guidance, not legal advice; check your obligations for the markets you send to.
Common requirements
- Identify yourself and your business honestly
- Include a valid physical postal address
- Do not use misleading subject lines or forged headers
- Offer a clear opt-out and honour it promptly
- In several jurisdictions, have a defensible lawful basis for contacting a person at all
- Keep records of consent or legitimate interest where required
Practical guidance
- Send business-to-business, to a person whose role makes your message relevant.
- Say where you got their details if asked.
- Keep the list of who opted out forever, even if you delete the lead.
Important notes
Compliance is not the same as deliverability, but they push the same way: relevance, honesty and a working exit.
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