CAN-SPAM is a U.S. law regulating commercial mail. There are specifications given by them that are to be followed when commercial emails are being sent out to customers. According to those guidelines , all commercial emails should have a working button or link that does the unsubscribe function, or in other words, the link or page should help the customer from receiving future commercial emails as and when he feels so. CAN-SPAM also demands that commercial emails being sent out to users who have not given a positive assent i.e., permission, should have the note that it is "a promotional mail" within the-mail message.

Avoiding trick based opt-ins:

Avoid using tricks like sending e-mails to to customers wherein the-mail recipient gets automatically added to a list after completing a registration page form or sending in postcard, sending in an e-mail request etc.

Avoiding ready made email lists:

Using a ready made email list may be appropriate at some time but not at all time. A dedicated list of genuinely interested customers should be generated either personally or using an e-mail marketing software after careful and meticulous research.

Focusing on metrics:

You must be focused on metrics. You must collect lot of information about your target audience by issuing feedback or suggestion forms, and understanding specific data points on which the customers concentrates more.

Of late, the e-mail marketing program through e-mail marketing tool has gained popularity and has a long way to go. The developments in the future offer tremendous scope for growth. It would be best if online marketers follow proper guidelines that and concentrate on efficient marketing and dedicated customer service.

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