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Build email outreach around clear identity and opt-outs

Last verified 2026-08-18

Outreach rules depend on where the sender and recipient are, who the recipient is, how the address was obtained, and what the message promotes. This checklist is operational guidance, not legal advice.

  • Use accurate From, Reply-To, routing, and subject information. Do not disguise a commercial message or invent a prior conversation.
  • Clearly identify the responsible business and include the contact details required for the jurisdictions you serve.
  • Give the recipient a clear, working way to opt out. The U.S. FTC says commercial opt-out requests must be honored within 10 business days; your Workspace should suppress them immediately.
  • Apply suppression across future Kampaigns, imports, and operators. Changing a list or sender does not cancel the person's request.
  • For UK outreach, distinguish corporate recipients from sole traders and some partnerships, document the lawful basis, and provide the required privacy information.
  • If another vendor sends for you, review and monitor its process. Outsourcing the send does not outsource responsibility.
Before entering a new country or using a new data source, have qualified counsel review the exact audience, lawful basis, notices, and opt-out process.

Primary sources

These links were reviewed to prepare this guide. Provider policies and laws can change.

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