The Trusted Mail certification is intended to ensure that email addresses are used correctly, and not disclosed or subject to unsolicited messages.
The basic principles are:
Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.
The subject line must accurately reflect the content of the message.
Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations.
Tell recipients how to opt out of receiving future email from you.
Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Craft the notice in a way that’s easy for an ordinary person to recognize, read, and understand. Creative use of type size, color, and location can improve clarity. Give a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of certain types of messages, but you must include the option to stop all commercial messages from you. Make sure your spam filter doesn’t block these opt-out requests.
Opt out compliance
A visible and operable unsubscribe mechanism is present in all emails.
Opt-out requests are honored within 10 days.
You are permitted to send one further email confirming they have been unsubscribed.
Sending behavior compliance
- A message cannot be sent through an open relay
- A message cannot be sent to a harvested email address
- A message cannot contain a false header
Monitor what others are doing on your behalf.
The law makes clear that even if you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law. Both the company whose product is promoted in the message and the company that actually sends the message may be held legally responsible.
Recommended Best Practice
1. Use double opt in to ensure correct email addresses
2. Detail the frequency with which messages will be sent.
3. Only use the email address for the sole purpose for which it was collected.