This blog is Part VII and the final part in our series on dissecting an email. As we stated in Part I: Subject Lines, we’ve found that optimizing emails for performance is a little mystifying for some people. For this post, we are focusing on the email footer.
There are two big things to know about email footers. They have legal regulations. These include major laws that you need to abide by:
- Controlling the Assault of Non-Solicited Pornography And Marketing Act (CAN-SPAM)
- Canada’s Anti-Spam Laws (CASL)
CAN-SPAM was passed by the federal government in 2003. This law set forth a number of requirements that need to be met in order to send commercial email to customers. If you don’t obey this, you are subject to large fines.
Here’s how to make sure you’re following CAN-SPAM:
- Identify who you are (and don’t lie about who you are). This isn’t just a CAN-SPAM compliant, but an overall good marketing practice.
- Have a subject line that accurately represents your marketing email.
- Include that this email is an advertisement. It can be small print at the bottom, but it needs to be in your email somewhere.
- Provide your business’ physical location and address.
- Include an opt-out option and take people off your email list if they request it.
In 2014, Canada created even stricter CASL. The main focus of these regulations include your email recipients’ consent. At H2H Consulting, we call those on your email marketing list “subscribers.” Mainly because they need to subscribe to receive your emails.
To maintain the requirements for CASL’s definition of consent, your subscribers must sign a document, check a box on a form, or you can obtain verbal consent. If you are dealing with people who live and/or work in Canada, be sure that you keep a record of the consent and how it was obtained.
In addition, CASL regulations require commercial emails to include the company or an employee’s name and contact information for your business.
In addition, not everyone knows what a footer is, so we included a picture of ours below.
The footer of a message should always be the same. It includes information about your company, such as its address, phone number, or social media platforms. It should also include information that makes it easier for the reader to send to others or to unsubscribe from.
Hopefully this post has given you some tips to follow legal regulations in your email footers. Thanks for tuning into our series on dissecting an email. Stay tuned for more marketing tips from H2H Consulting!