The first thing an email marketer should do is read over the CAN-SPAM law. Regardless of your opinion about unwanted email (or “spam” as it is commonly called), your business can be held liable if it fails to comply with the CAN-SPAM Act of 2003. The Federal Trade Commission has an excellent overview of what the CAN-SPAM Act means for businesses. Basically it boils down to seven points:
So-called “transactional emails” (i.e., one-to-one communications between you and your customers/clients/audience, etc.) are supposed to be exempt, but if you include any commercial or promotional content, you still need to be compliant.
Most businesses comply with CAN-SPAM by putting everything in small print in the footer of your message. I recommend that all businesses do this as a matter of habit—regardless of content.
What this all means to you is a lot of pain at first, but it will benefit your business in the long run. Complying with CAN-SPAM will keep spam complaints down. Your subscriber list will be more hygienic, and your analytics will be more trustworthy.
I have been directing email campaigns for businesses and non-profits for more than five years now. I am very familiar with CAN-SPAM and can ensure your compliance. Send me your RFP to get your email marketing started.