What You Really Need to Know About CAN-SPAM Regulations

It’s time we talk about email.

You know, that magical little inbox moment when someone actually opens your newsletter, clicks through your offer, or replies to say, “This was exactly what I needed today!”

Email marketing is still one of the most powerful tools we have in online business – but it also comes with rules.

And while I am not a lawyer (nor do I play one online), I am someone who builds and automates a whole lot of email marketing systems. So today, we’re getting into the CAN-SPAM Act – what it means, why it matters, and how to stay compliant without feeling like you need a law degree.

What Is CAN-SPAM, Anyway?

CAN-SPAM is a U.S. law under the FTC (Federal Trade Commission) that sets the rules for commercial email – aka, the emails you send to promote your business, sell your offers, or build relationships with potential customers.

It was created to cut down on spammy messages and give people control over what lands in their inbox. (And honestly? That’s a win for everyone.)

If you're sending emails as a business, you’re legally required to follow these rules – no matter how small your list is or how sweet your subject lines sound.

Who Does CAN-SPAM Impact?

The CAN-SPAM Act applies to any person or business based in the US sending commercial emails to people in the United States. That includes:

– Online business owners
– Coaches, consultants, and service providers
– Course creators and digital product sellers
– Ecommerce shops
– Freelancers and agencies
– Bloggers with affiliate links or paid offers
– Pretty much anyone with a "Work With Me" button and an email list

Even if you're sending just a handful of emails a month, if those emails are promoting a product, service, or offer (aka trying to make a sale or build brand awareness) – you're subject to CAN-SPAM.

Even if…

– You’re a one-woman show
– You only email a small, hand-curated list
– You don't technically live in the U.S. (but you email people who do)
– You think “compliance” sounds like something only big corporations need to worry about

…yep. You’re still on the hook.

7 Simple Rules of CAN-SPAM (that are easy to understand)

Here’s what you need to do to keep your emails above board and your business in the clear:

1. Don’t use misleading subject lines.

Your subject line must actually reflect what’s inside. That means no bait-and-switch, shady clickbait, or pretending to be something you're not.

Keep it clear, honest, and on-topic.

2. Say who you are.

You must identify yourself (or your business) in every email. Use your real name or business name – not a fake persona – and make sure the "From" field reflects that.

Transparency builds trust – and keeps you legal.

3. Include a valid physical mailing address.

Yes, really. CAN-SPAM requires a physical address in every email. This can be your business address, PO Box, or the address of your email service provider (if they offer that). (I use a UPS Store box, but you can use a PO box or Virtual Mailbox like PostScan Mail.)

In Kartra, this is automatically done for you in the footer of every email you send.

4. Give people a way to opt out.

Every email must have a clear, easy way to unsubscribe – and it has to work. No hiding it in tiny or invisible fonts or making people jump through hoops.

Make it obvious and hassle-free.

5. Honor opt-out requests promptly.

If someone unsubscribes, you must remove them from your list within 10 business days. No exceptions.

Most email platforms (including Kartra) handle this for you – just don’t mess with the automations.

6. Tell them it’s a commercial email.

You need to make it clear that your message is an ad or promotional in nature. This doesn’t mean putting a giant “THIS IS A MARKETING EMAIL” banner at the top – just be upfront about the intent.

If you're promoting an offer, own it! There's no shame in being in business.

7. Don’t buy lists. Ever.

This is a big one. You can only email people who’ve opted in to hear from you. Buying or scraping email addresses is a huge no-no.

Build your list with intention – and let people raise their hand to be there.

What Happens If You Ignore This?

CAN-SPAM violations can result in fines of up to $50,000 per email (yes, you read that right). Even though that’s rare, it’s not worth the risk.

More realistically, ignoring the rules can get your domain flagged, your email deliverability tanked, and your subscribers annoyed. And honestly – none of us started a business to land in spam folders.

So How Do You Stay Compliant (Without Overthinking It)?

Stick to this checklist:

✓ Use a legit email marketing platform (like Kartra)
✓ Add a real business address to your footer
✓ Make unsubscribing easy
✓ Don’t overpromise in your subject lines
✓ Only email people who opted in
✓ Respect the unsubscribe
✓ Always lead with value

Final Thoughts From My Inbox to Yours

Compliance isn’t scary – it’s smart. It protects your people, your reputation, and your ability to keep building a business that lasts.

So while this might not be the flashiest part of email marketing, it is one of the most important.

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