Here on Spam Resource you’ll find a whole section of articles relating to CAN-SPAM, including why you should adhere to the prior affirmative consent standard (because then you don't have to label your email as an advertisement), what constitutes a transactional message under CAN-SPAM, and I'll also help you break down four common CAN-SPAM myths. Here I'll also include links to the full text of the law and the US Federal Trade Commission's CAN-SPAM Compliance Guide for Businesses.
There have been a number of criminal and civil enforcement actions against those alleged to have violated CAN-SPAM over the years. It perhaps doesn't happen that often, but it's the kind of thing that you likely don't want to be on the wrong side of.
CAN-SPAM compliance is a basic necessity when it comes to sending email marketing messages ethically and successfully. Don't brag about complying with CAN-SPAM; compliance alone is not a guarantee of inbox delivery. ISPs happily block millions of CAN-SPAM compliant messages daily. Sending wanted, recognized mail to people who have explicitly requested that mail is key.
Want to learn more about deliverability terminology? If so, be sure to visit the DELIVTERMS section here on Spam Resource.
