Salesforce Trailhead

If you’re new to marketing, you may be unfamiliar with legal compliance guidelines you must follow. As always, it’s best to become aware and well-versed in these guidelines before you start practicing email marketing.

In this unit from Salesforce Trailhead, we review the CAN-SPAM Act and unsubscribe rules with Salesforce.


If  you hear the term “legal,” and feel uneasy, don’t worry. This is pretty normal, but so long as you have the information and tools to guide your daily practices and execute with carefulness, you have nothing to worry about.

CAN-SPAM stands for “Controlling the Assault of Non-Solicited Pornography and Marketing Act.” It is enforced by the Federal Trade Commission of the United States.

CAN-SPAM guidelines tell us, as marketers to:


1. “Accurately identify the sender in the header information”

This means not misrepresenting who you are. So, for example, if you send an email that appears it’s from the president, but is from you, whoever you are, then this is in violation of the CAN-SPAM guidelines.

Falsifying your identity in emails is bad for your individual and brand reputations.


2. “Use a subject line that accurately represents the content of the email.”

This means being clear about what the subscriber/reader will find when they open the email. So, for example, you wouldn’t lead them with “75% off Everything In-Store,” when, in reality, everything is only 10% off.


3. “Identify the message as an advertisement.”

You must be transparent about this as a marketer.


4. “Include your physical mailing address.”

This helps the subscriber/reader know that your company is real. Literally, put a place to a name!


Mobile

5. “Honor opt-out requests promptly.”

This is very important. Your brand must process an unsubscribe request within 10 days of receiving it, according to Salesforce. Salesforce also says you must “keep your unsubscribe mechanism operational for at least 30 days after the mailing.”

As to not take away from your own educational journey, you can learn more about this when you complete this Salesforce Trailhead unit yourself


6. “Provide the option to opt-out.”

Subscribers/readers must ALWAYS have this option available to them! Be sure to include it in every email. You will find that most brands include it in the footer of their email sends.


Do you want to learn more about the CAN-SPAM Act, how to be compliant, and how to create the most effective email marketing strategy?

Learn all about these important email marketing considerations when you begin this Salesforce Trailhead module.

Reach out to our Marketing Consultants for help with crafting your email marketing strategy, or our Salesforce Consultants to get the help you need navigating the system and its vast capabilities.

We look forward to helping you reach your email marketing goals!


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