Outreach Compliance: CAN-SPAM, GDPR, and Legal Considerations

Outreach Legal Compliance

Stay compliant to protect your business and maintain deliverability.

TL;DR: CAN-SPAM requires physical address and opt-out. GDPR requires lawful basis for EU contacts. Know the rules for your target markets.

CAN-SPAM (US)

Requirements:

• Accurate header information
• Non-deceptive subject lines
• Identify as advertisement (if applicable)
• Physical postal address
• Clear opt-out mechanism
• Honor opt-outs within 10 days

Penalties: Up to $50,120 per email

GDPR (EU)

Requirements:

• Lawful basis for processing
• Legitimate interest for B2B okay
• Right to object/unsubscribe
• Data protection
• Record keeping

Penalties: Up to 4% global revenue

CASL (Canada)

Stricter than CAN-SPAM:

• Explicit consent preferred
• Implied consent time-limited
• Detailed identification
• Unsubscribe mechanism

B2B Exceptions

Many jurisdictions allow B2B cold outreach if:

• Business email used
• Relevant to recipient's work
• Easy opt-out provided
• Not excessive volume

Compliance Checklist

• [ ] Physical address in signature
• [ ] Working unsubscribe link
• [ ] Accurate sender information
• [ ] Clear business purpose
• [ ] Opt-out honored promptly
• [ ] Records maintained

Best Practices

1. Keep records of consent/basis
2. Honor unsubscribes immediately
3. Segment by jurisdiction
4. Review regulations regularly
5. When in doubt, consult legal

Tools Integration

Most outreach tools include:

• Automatic unsubscribe links
• Address fields
• Opt-out management
• Compliance features

Use them properly to stay compliant.