U.S. law says cold emailing is allowed if you follow CAN-SPAM: include a working return address, keep it working for at least 30 days, and stop emailing people within 10 business days of their opt-out request. (15 U.S.C. 7704 (CAN-SPAM)) The UK is stricter: you must not send marketing emails to individuals without specific consent, except to past customers for similar products or services who got a simple opt-out. (ICO guide to PECR: electronic mail marketing (UK)) This post is general information, not legal advice.
Why the answer is "it depends"
It is worth checking the local rules that apply to you and your recipients, since approaches to unsolicited business email can differ from place to place. Each country or region sets its own requirements. Some rules are stricter for emails to individuals than for emails to business contacts. (ICO) Before you send, check the rules in each place you plan to email, and ask a qualified lawyer if you are unsure.
What the rules usually cover
Anti-spam and privacy laws tend to focus on a few areas:
- Honest sender details. The message should not hide who you are or mislead people about why you are writing.
- A way to opt out. Recipients should be able to tell you to stop, and you need to honor that request. (15 U.S.C. 7704)
- How you got the address. Privacy rules can limit how you collect and use personal data.
- Relevance. Messages sent to people with no connection to your offer are the ones most likely to cause problems.
Practical habits that lower your risk
- Email people who have a plausible business reason to hear from you.
- Identify yourself and your company clearly.
- Include a simple way to opt out, and act on it quickly.
- Keep a suppression list so nobody who opted out gets emailed again.
- Keep records of where your contact data came from.
- Ask a qualified lawyer to review your process, especially if you email across borders.
Legal and effective are different things
A message can be legal and still perform badly, or damage your sender reputation. Targeting, relevance, and honesty help with both compliance and results. RocketFuel builds these habits into every campaign through its Client Machine™ system.
If you would rather not run outreach yourself, see our cold email agency page. An agency does not remove your legal responsibility, so ask any provider how they handle compliance.
Ready to talk it through? Book a call with RocketFuel.
Related: Cold email deliverability.
FAQ
Is cold emailing legal?
U.S. law says cold emailing is allowed if you follow CAN-SPAM: include a working return address, keep it working for at least 30 days, and stop emailing people within 10 business days of their opt-out request. (15 U.S.C. 7704 (CAN-SPAM)) The UK is stricter: you must not send marketing emails to individuals without specific consent, except to past customers for similar products or services who got a simple opt-out. (ICO guide to PECR: electronic mail marketing (UK))
Do the rules differ for business and personal email addresses?
They can. Some rules treat emails to individuals more strictly than emails to business contacts. Check the rules for each region you email.
Do I need an unsubscribe option?
Offering a clear way to opt out and honoring requests is widely recommended and is often legally required. (15 U.S.C. 7704 (CAN-SPAM)) It is worth checking the rules where your recipients are.
Should I get legal advice before starting?
Yes, especially if you email across borders. A qualified lawyer can review your process against the laws that apply to you.