Start of main content

Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

CAN-SPAM Act

The CAN-SPAM Act is a US law that sets the rules for commercial email. It requires honest sender information, accurate subject lines, a valid physical address, and an easy way to unsubscribe.

Also known as: CAN-SPAM, CAN-SPAM compliance

Passed in 2003, the CAN-SPAM Act governs commercial email in the United States. It doesn't require opt-in consent the way GDPR does, but it does set clear rules every sender must follow — with real penalties for violations.

What does the CAN-SPAM Act require?

Use accurate "from," "to," and routing information; write subject lines that reflect the content; identify the message as an ad where relevant; include a valid physical postal address; offer a clear way to opt out; and honor unsubscribe requests promptly.

Who does CAN-SPAM apply to?

Any business sending commercial email to US recipients. Each separate violation can carry significant fines, so compliance isn't optional.

CAN-SPAM vs. GDPR

CAN-SPAM (US) allows emailing without prior consent as long as you follow its rules and honor opt-outs. GDPR (EU) requires explicit opt-in consent before you email. If you send internationally, you need to satisfy both.

Related terms

GDPR (Email Marketing) Opt-In Unsubscribe Permission-Based Marketing CCPA

Related reading from Drip

How Do You Write a Subject Line That Doesn't Land in Spam? The Guide to Email Marketing: Best Practices + Examples

Frequently asked questions

What is the CAN-SPAM Act?
It's a 2003 US law that sets rules for commercial email. Senders must use accurate header and sender information, honest subject lines, a valid physical address, and a working, easy-to-use unsubscribe option.
What are the main CAN-SPAM requirements?
Don't use false or misleading header info; don't use deceptive subject lines; identify the message as an ad where applicable; include your valid physical postal address; provide a clear opt-out; and honor unsubscribe requests promptly (within 10 business days).
Does CAN-SPAM require opt-in consent?
No. Unlike the EU's GDPR, CAN-SPAM doesn't require prior consent to send commercial email. It focuses on transparency and giving recipients an easy way to opt out. Many marketers still use opt-in because it improves engagement and deliverability.
What's the penalty for violating CAN-SPAM?
Each separate email in violation can incur substantial civil penalties enforced by the FTC. Beyond fines, non-compliance damages sender reputation and deliverability, so following the rules protects both your business and your inbox placement.
An illustration of a an envelope with a thumbs up.
An illustration of an envelope with an arrow.

Come for the automated marketing. Stay for the endless revenue growth.

Start a 14-day free trial, no credit card required.

Try Drip today