CAN_SPAM_additionHave you ever gotten an email from a company that surprised you? You see it hit your inbox, but you don’t recognize the sender. You decide to open it anyway -- maybe you signed up to receive emails from the sender a while ago -- but quickly discover that you have no recollection of opting in to receive those emails.

Sorry to break it to you, but your email address got sold.

Yup, some company that you entrusted with your email went and sold it for a fine, fine price to another company. And now, you’re getting spammed -- something no one in the world enjoys.

And CAN-SPAM, a law passed to prevent companies from spamming people through email, only does so much to prevent spam. Currently, companies who are CAN-SPAM-compliant just need to: 

  • Include a valid physical postal address in every email sent.
  • Provide an obvious way to opt out of every email sent.
  • Honor unsubscribes within 10 business days.
  • Use clear "From," "To," and "Reply to" language that accurately reflects who you are.

While those rules above are great -- they prevent a lot of companies from misusing people’s emails -- one little addition to your email marketing could make a huge improvement in terms of reader trust and engagement.

Going Above and Beyond CAN-SPAM Requirements

One thing that could make a big impact in your subscriber's experience is a sentence in the footer of an email that explains exactly where a company got your email.

That means if your subscribers voluntarily opted in to receive emails from your company via a form on a landing page, they'd see some text that’d say “You’re receiving this email because you opted in via this landing page.” (And that underlined portion would link to the landing page.)

Yes, including this sentence in your email footer isn't a requirement of CAN-SPAM, but it can help establish trust with your subscribers and maybe even increase email engagement.

Bonus: Your emails will stand out from the plethora of marketers who are buying and selling email addresses. You're being transparent and trustworthy and offering content to people who deliberately asked you to send it. 

Basically, the more information provided in email marketing, the more power your subscribers have in the email marketing relationship. They can opt into emails they actually want to receive from you and be sure that you're emailing them because they opted in, a crucial component of establishing trust.

If you can establish trust with your subscriber lists, you can say bye-bye to huge unsubscribe and spam rates and hello to engaged, valuable subscribers. 

So step up your game to include this information in emails and it'll help delight your subscribers more and more. Think of it this way: More delighted customers means more positive word-of-mouth about your company, which means more sales down the road.

What do you think? Would you add this feature to your emails? Why or why not? Comment below with your thoughts.

Image credit:

To learn more about the transactional email add-on, contact your CSM.

Originally published Oct 3, 2013 4:00:00 PM, updated July 28 2017


Email Deliverability