The Importance of Including Your Physical Address in Emails

Elizabeth Rosales by Elizabeth Rosales on December 21, 2017

Email is one of the most effective ways to establish communication with customers and also to reach more people who may be interested in your products or services.

Customer acquisition via email marketing has been rapidly increasing year after year, however, when it comes to sending subscribers regular emails, there are some good practices that are often neglected and one of them is including a mailing address in email newsletters.

Next, we explain why doing this is crucial to make the best out of your email marketing campaigns as well as to stay out of trouble.

1. It is a legal requirement

It is completely understandable that you don’t want your physical address to be showing up in every newsletter you send and make it accessible to everyone. However, it is a legal requirement in the United States under the CAN-SPAM Act.

The CAN-SPAM Act establishes the requirements for commercial messages and regulates how businesses communicate with their customers, and non-compliance with any of the regulations can be incredibly costly.

2. Sorry, no partial addresses

Under the Federal Trade Commission’s guidelines, it is stated that your message should include your valid physical postal address. It can be either 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.

3. Don’t use fake addresses

Using a fake address could sound like a good idea to protect your real location, but it’s not. This is a direct violation of the CAN-SPAM Act and penalties are very costly, very! It’s better to follow the law, plus, it’s not at all complicated.

As we mentioned in the previous point, you can use a post office box or a private mailbox; as long as it is registered with the U.S. Postal Service you should be safe.

4. The Consequences

If you don’t include your address in your email campaigns the consequences can be pretty big (and costly). According to FTC, “each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $40,654”. Each separate email in violation now imagines if you send out an email campaign to 25,000 of your contacts…

5. Stay calm

There is nothing wrong with including your physical email address in your newsletters, actually, being asked for your location by your email service provider is a standard practice and in fact, it is more alarming if you’re not asked for it, so if your ESP claims that you don’t need to include it, RUN!

So now that you know how important it is to include your address in your emails and the consequences of not doing so, don’t you think that a yearly subscription of a post office box is well worth it?

Please, let us know if you have any more questions in regards to this topic, we would be glad to help.