Who Can I Send Email To?

Due to an unscrupulous minority, one of the first things that comes to mind when talking about email marketing is SPAM. Consequently, the government has a lot to say (via the CAN-SPAM act) about who businesses can and cannot send email to. At ezMail, we can’t stand SPAM. That’s why our service is 100% permission-based. Users may only utilize our system to send opt-in, CAN-SPAM compliant email marketing.

What does CAN-SPAM compliance mean? Although there are several intricacies to compliance, following the general guidelines listed below will keep your email marketing efforts in the clear. Remember that if you are reselling email marketing services to your clients, these guidelines extend to their campaigns as well. As the sending agent, you are responsible to ensure that client lists are compliant.

Your account may be used send email to:

People who have specifically signed up for your list through your website
or through an offline form.

People who gave you their business card and asked to receive email.

Customers who have purchased something within the last 2 years.

Your account may not be used to send email to:

Any addresses you receive from an outside source
(no purchased, rented or borrowed lists).

Addresses that have been harvested from the internet.

Any addresses you haven’t emailed within the last 2 years.

In addition, every campaign must contain the sender’s business name (or the name of the business you are sending on behalf of), the actual street address of the business, and an unsubscribe link. Also, subject lines and header information (to, from, reply-to) must not be misleading.

For more information about CAN-SPAM regulations, the FTC’s compliance guidelines for business is a great resource.