What does CAN-SPAM require for B2B email?
Last updated
CAN-SPAM applies to all commercial email, including B2B. Every message needs accurate header information, an honest subject line, a valid physical postal address, and a clear opt-out that works for at least 30 days after sending. Opt-outs must be honored within 10 business days, and you can't sell or transfer opted-out addresses.
The checklist
- Accurate From, To, Reply-To and routing information.
- A subject line that reflects the content.
- Identification as an ad, where required.
- Your valid physical postal address (a street address, a PO box, or a registered private mailbox).
- A clear, working opt-out, with no fee and no login required, kept working for at least 30 days.
- Opt-outs honored within 10 business days.
- Responsibility for anyone sending on your behalf.
This isn't legal advice.
Sources
Questions people ask
Does CAN-SPAM apply to email I send other businesses?
Yes. It applies to all commercial email, including B2B.
How fast do I have to honor an unsubscribe?
Within 10 business days. The opt-out has to keep working for at least 30 days, with no fee and no login.
Can I sell addresses that opted out?
No. You can't sell or transfer opted-out addresses. This isn't legal advice.