Compliance

What is it?

What is it?

In the context of email marketing, "Compliance" refers to adhering to laws and regulations governing the use of email for commercial purposes. This includes international, federal, and state regulations such as the CAN-SPAM Act in the United States, the Canadian Anti-Spam Legislation (CASL) in Canada, and the General Data Protection Regulation (GDPR) in the European Union. Compliance is critical for maintaining a positive relationship with subscribers, avoiding legal penalties, and ensuring email deliverability.

Key points to remember

Key points to remember

  • Legal Requirements: Compliance involves understanding and following the specific requirements of each regulation, such as obtaining consent, providing a clear unsubscribe option, and maintaining accurate records.

  • Global Considerations: Email marketers must be aware of and comply with regulations in all jurisdictions where their recipients reside, not just where their business is based.


  • Protects Recipients: These regulations protect consumers from unsolicited emails, ensuring they control their inboxes.


  • Reputation and Deliverability: Following compliance best practices can enhance a sender's reputation and improve email deliverability, while non-compliance can lead to blacklisting and reduced engagement.


  • Regular Review and Update: Laws and regulations evolve, so it's crucial for businesses to regularly review their compliance status and adjust their email practices accordingly.

Example of Use

Example of Use

  1. GDPR Consent Records: An online retailer operating in Europe updates its email signup forms to include explicit consent checkboxes for different types of communications in compliance with GDPR. They also maintain detailed records of consent for each subscriber.


  2. CAN-SPAM Act Adherence: A US-based marketing agency audits its email marketing practices to ensure every email sent includes a clear and conspicuous unsubscribe link, accurate sender information, and a valid physical address, adhering to the CAN-SPAM Act requirements.

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