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hit the inbox
Stop guessing why your messages end up in spam. Follow this 26-point checklist to achieve technical compliance, enhanced sender reputation, and delivery success.
Content
Include Address / Contact Information
TL;DR
- Clear sender identity and contact details are legal and trust requirements.
- Include a valid physical address and reliable contact channels in every email.
All outbound email communications must clearly identify the sending organization and provide accessible contact information. Transparent sender identification is a core requirement of email regulations in many jurisdictions and is essential for building recipient trust and maintaining deliverability.
Many regulatory frameworks mandate the inclusion of a valid physical address and reliable contact details in commercial email messages. For example:
Failure to provide accurate and visible contact information may be interpreted as an attempt to conceal identity and is commonly associated with fraudulent or low-quality messaging. Mailbox providers factor transparency and sender legitimacy into their filtering assessments, and incomplete identification can contribute to spam classification.
As a best practice, all emails should include:
This information should be placed in the footer of every message in a readable, accessible format that is compatible with mobile devices and assistive technologies. It should not be hidden, obscured, or presented in unusually small or misleading text.
Contact details must be kept accurate and up to date. Changes to business addresses, support channels, or legal entities should be reflected promptly in email templates and sending systems.
Including clear and reliable contact information enables recipients to verify the sender’s legitimacy, submit inquiries, manage preferences, and exercise their rights effectively. It also reduces frustration, lowers complaint rates, and improves engagement.
By consistently providing complete address and contact details, organizations demonstrate regulatory compliance, reinforce transparency, strengthen recipient confidence, and support sustainable, trusted email communications.
Many regulatory frameworks mandate the inclusion of a valid physical address and reliable contact details in commercial email messages. For example:
- In the United States, the CAN-SPAM Act requires a valid physical postal address in every commercial email.
- In Canada, CASL requires a physical address together with additional contact information, such as a telephone number, email address, or website, that remains valid for at least 60 days after sending.
- In the EU and UK, data protection and electronic communications regulations require senders to clearly identify themselves and provide sufficient contact details to enable recipients to exercise their rights, including withdrawal of consent and data access requests.
Failure to provide accurate and visible contact information may be interpreted as an attempt to conceal identity and is commonly associated with fraudulent or low-quality messaging. Mailbox providers factor transparency and sender legitimacy into their filtering assessments, and incomplete identification can contribute to spam classification.
As a best practice, all emails should include:
- A registered physical address (street, city, postal code, country)
- A monitored reply-to or sender email address
- At least one additional contact channel (support URL, contact form, or phone number where appropriate)
- Clear organizational branding and legal entity name
This information should be placed in the footer of every message in a readable, accessible format that is compatible with mobile devices and assistive technologies. It should not be hidden, obscured, or presented in unusually small or misleading text.
Contact details must be kept accurate and up to date. Changes to business addresses, support channels, or legal entities should be reflected promptly in email templates and sending systems.
Including clear and reliable contact information enables recipients to verify the sender’s legitimacy, submit inquiries, manage preferences, and exercise their rights effectively. It also reduces frustration, lowers complaint rates, and improves engagement.
By consistently providing complete address and contact details, organizations demonstrate regulatory compliance, reinforce transparency, strengthen recipient confidence, and support sustainable, trusted email communications.
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