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- Follow CAN-SPAM compliance. At the very minimum, every email you send should have a clear way for your leads to choose to opt out of your communications. Respect recipients' right to remove themselves from email communications.
- Tell them why you're emailing. Make sure you include a short sentence as to why your lead is receiving a certain message from you. For example: "You are receiving this email because you subscribed via our website, downloaded an asset or attended an event we sponsored."
- Know that numbers might not tell the whole story. If you use a marketing automation tracking code on your website, understand that some visitors use private browsing and their page visits will not get tracked.
- Include a privacy statement. Place one on your email or landing page to assure recipients that you will be responsible with their information. On an email, make sure this privacy statement is within the footer of the email. Use verbiage provided by your legal department.