Sending marketing emails requires proper consent and adherence to legal regulations like CAN-SPAM, CASL, and PECR. Here's how to ensure your email marketing complies with best practices and reaches interested subscribers.

Use Confirmation Emails

Implement double opt-in by sending confirmation emails to new subscribers. This ensures only genuinely interested people join your list and prevents unauthorized subscriptions. Most email platforms, including Squarespace Email Campaigns and Mailchimp, have this feature enabled by default.

Avoid Purchased Lists

Never buy mailing lists or use received contact databases. Purchased lists often contain:

• Uninterested subscribers who may mark you as spam
• Fake email addresses that hurt your sender reputation
• Contacts who haven't given permission to receive your emails

Build Your List Organically

Create legitimate opportunities for subscribers to join your list:

• Add a newsletter signup block to your website
• Include subscription options at checkout
• Use promotional banners to invite signups
• Follow up with event contacts through proper signup channels
• Create separate signup forms for different mailing lists

Maintain List Integrity

When managing your email lists:

• Only import subscribers when switching platforms if the content type remains identical
• Don't automatically add subscribers to different content lists
• Always get explicit permission for new types of content
• Keep separate lists for different types of communications

Following these guidelines helps maintain a healthy email marketing strategy while respecting subscriber preferences and legal requirements. This approach leads to better engagement rates and prevents your emails from being marked as spam.

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