4 things to remember before sending an email from your small business

Email can be a small-business owner's best friend. It is an efficient way to communicate with clients, and considering that there will be a projected 4.4 billion email users in 2023 compared to the 3.8 billion Statista reports today, also an incredibly effective one. It can be easy to open up your server and send out marketing materials and offers to entire client lists without a second thought. Unfortunately, one mistake can spell serious trouble for your business if your email is not in compliance with the FTC's CAN-SPAM Act. Enacted nearly 15 years ago, this establishes the rules for how businesses utilize email, including penalties for violations. Before clicking send, here are four things to always remember to avoid legal trouble. 

1. Include an opt-out

It is mandated by the FTC that all business emails include an option for the recipient to unsubscribe. Additionally, it should not be difficult for someone to unsubscribe. This means that you cannot bury or hide this option in your email. The FTC understands that complying with an opt-out request can take time, but it must be honored within 10 business days.

2. Use an accurate header and subject line

Even if you think it might be witty to include a humorous subject line in your email to clients, it could be in violation of the CAN-SPAM Act. Both the header and subject line must clearly state who the email is from and what the content is about. Small Business Trends recommends being creative but not misleading. If a customer can understand a common play on words that are relevant to the email content, that can be a good way to stand out from other messages in their inbox. 

Before sending an email through your small business, make sure the recipient has the option to unsubscribe.

3. Include a physical address

As the FTC outlines, all recipients of the email must have an alternative method to contact you. Whether it be a physical address or registered P.O. box, it must be a valid. This is also helpful if you run a brick-and-mortar store to let customers know where you are located to increase foot traffic.

4. Monitor third-party content

Even if you rely on a third party to handle your email communications, you are responsible if they violate CAN-SPAM. This is why it is important to be familiar with the anti-spam laws in the U.S. and make sure you are monitoring what is being sent on behalf of your business.

A single violation can prove to be costly. The FTC is clear in communicating that each separate violation can result in a fine up to $42,530. An attorney for business can help make sure you are in compliance with all the rules and regulations that affect small businesses.

Categorised in: Business Law

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