--- title: Chicagoland SIA » Don’t make these e-mail marketing mistakes description: Do you use e-mail to market your insurance business? Don't make these e-mail marketing mistakes. image: https://benefits.chicagolandsia.com/hubfs/Imported_Blog_Media/47708007_S.jpg --- [Skip to content](https://benefits.chicagolandsia.com/chicagoland-sia-blog/post/dont-make-these-e-mail-marketing-mistakes#main-content) [facebook-f icon](https://www.facebook.com/chicagolandsia/) [linkedin-in icon](https://www.linkedin.com/company/chicagoland-sia/) [Twitter icon](https://twitter.com/ChicagolandSia) [youtube icon](https://www.youtube.com/channel/UCjdqbj5lRfSQnvjjGVdrVPg) [![CSIAlogo-2-2](https://benefits.chicagolandsia.com/hs-fs/hubfs/CSIAlogo-2-2.png?width=200&height=118&name=CSIAlogo-2-2.png)](https://benefits.chicagolandsia.com/) - [Learn More](https://benefits.chicagolandsia.com/learn-more) - [Benefits](https://benefits.chicagolandsia.com/member-benefits) Show submenu for Benefits - [Market Access](https://benefits.chicagolandsia.com/access-to-markets) - [Increased Income](https://benefits.chicagolandsia.com/increased-income) - [Training and Learning](https://benefits.chicagolandsia.com/training-and-education) - [Agency Growth and Development](https://benefits.chicagolandsia.com/agency-development) - [Digital Strategy](https://benefits.chicagolandsia.com/digital-marketing-and-strategy-consultation) - [About Us](https://benefits.chicagolandsia.com/about-us) - [Resources](https://benefits.chicagolandsia.com/resources) Show submenu for Resources - [Blog](https://benefits.chicagolandsia.com/chicagoland-sia-blog) - [Video Series](https://benefits.chicagolandsia.com/beyond-the-dec-page-video-series) - [Podcast](https://benefits.chicagolandsia.com/licensed-to-talk-insurance-podcast) - [Free Downloadable Guides](https://benefits.chicagolandsia.com/free-digital-content-strategy) - [Press Releases](https://benefits.chicagolandsia.com/press-release) - [Our Team](https://benefits.chicagolandsia.com/our-team) - [Make a Payment](https://chicagolandsia.appliedpay.com/) Open main navigation Close main navigation - [Learn More](https://benefits.chicagolandsia.com/learn-more) - [Benefits](https://benefits.chicagolandsia.com/member-benefits) Show submenu for Benefits - [Market Access](https://benefits.chicagolandsia.com/access-to-markets) - [Increased Income](https://benefits.chicagolandsia.com/increased-income) - [Training and Learning](https://benefits.chicagolandsia.com/training-and-education) - [Agency Growth and Development](https://benefits.chicagolandsia.com/agency-development) - [Digital Strategy](https://benefits.chicagolandsia.com/digital-marketing-and-strategy-consultation) - [About Us](https://benefits.chicagolandsia.com/about-us) - [Resources](https://benefits.chicagolandsia.com/resources) Show submenu for Resources - [Blog](https://benefits.chicagolandsia.com/chicagoland-sia-blog) - [Video Series](https://benefits.chicagolandsia.com/beyond-the-dec-page-video-series) - [Podcast](https://benefits.chicagolandsia.com/licensed-to-talk-insurance-podcast) - [Free Downloadable Guides](https://benefits.chicagolandsia.com/free-digital-content-strategy) - [Press Releases](https://benefits.chicagolandsia.com/press-release) - [Our Team](https://benefits.chicagolandsia.com/our-team) - [Make a Payment](https://chicagolandsia.appliedpay.com/) May 20, 2020, 12:00:00 AM # Don't make these e-mail marketing mistakes [Chicagoland SIA](https://benefits.chicagolandsia.com/chicagoland-sia-blog/author/chicagoland-sia) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://benefits.chicagolandsia.com/chicagoland-sia-blog/post/dont-make-these-e-mail-marketing-mistakes) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://benefits.chicagolandsia.com/chicagoland-sia-blog/post/dont-make-these-e-mail-marketing-mistakes) [Twitter icon](https://twitter.com/intent/tweet?url=https://benefits.chicagolandsia.com/chicagoland-sia-blog/post/dont-make-these-e-mail-marketing-mistakes) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://benefits.chicagolandsia.com/chicagoland-sia-blog/post/dont-make-these-e-mail-marketing-mistakes) [envelope icon](mailto:?body=https://benefits.chicagolandsia.com/chicagoland-sia-blog/post/dont-make-these-e-mail-marketing-mistakes) E-mail can be an important tool for marketing your insurance business. But e-mail marketing can be tricky — federal law requires that anyone sending out e-mail for commercial purposes follow some specific rules or risk costly penalties. The CAN-SPAM Act covers business-to-consumer and business-to-business e-mails that advertise or promote a commercial product or service. (CAN-SPAM stands for ‘Controlling the Assault of Non-Solicited Pornography And Marketing) The penalties for violations of CAN-SPAM can add up: The Federal Trade Commission can seek civil penalties of up to $16,000 per non-compliant e-mail sent. Luckily, the rules for sending out business e-mails are simple to understand and easy to follow if you’re familiar with them. For starters, the subject line of your e-mail must accurately reflect the content of your message. Your “From,” “To,” and “Reply-To,” information must accurately identify you or your agency as the person or business who initiated the message. You’ll also want to make sure that you disclose clearly that your e-mail is an advertisement. In the e-mail text, you need to disclose where you’re located. Your e-mail must contain the street address, post office box or private mailbox used by your business. You’ll also need to include a way to *easily* opt out of getting future e-mails from you. There also must be no charge for someone to opt out of your e-mails. Opt-out requests also must be processed within 10 business days. And you may ask only for the recipient’s e-mail address to honor an opt-out request. The bottom line: Make sure all of your e-mails have an opt-out request and that it’s easy for someone to opt out of getting e-mails from you. The CAN-SPAM Act also addresses how you create and maintain your e-mail list. Don’t ever add people to your e-mail list without their permission. That’s a big no-no. For example, you wouldn’t want to add e-mail addresses from business cards you collect at a business conference *unless* you have permission from each individual whose card you collected to send them e-mails. In addition, you don’t want to share, sell or transfer any e-mail addresses you have collected to another e-mail list. Lastly, make sure that if you hire an outside company to handle your e-mail marketing that you hire a reputable one. You, along with your e-mail marketing company, may be held legally responsible for any violations of federal law. Want to learn more about CAN-SPAM? Go to [this link](https://www.ftc.gov/). 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If you’re using social media for... [Read more](https://benefits.chicagolandsia.com/chicagoland-sia-blog/social-media-marketing-done-right) [![](https://benefits.chicagolandsia.com/hs-fs/hubfs/Imported_Blog_Media/56956358_M.jpg?height=200&name=56956358_M.jpg)](https://benefits.chicagolandsia.com/chicagoland-sia-blog/post/e-mail-marketing-during-a-global-pandemic) [Marketing](https://benefits.chicagolandsia.com/chicagoland-sia-blog/tag/marketing), [Digital Strategy](https://benefits.chicagolandsia.com/chicagoland-sia-blog/tag/digital-strategy) ## [E-mail marketing during a global pandemic](https://benefits.chicagolandsia.com/chicagoland-sia-blog/post/e-mail-marketing-during-a-global-pandemic) [Chicagoland SIA](https://benefits.chicagolandsia.com/chicagoland-sia-blog/author/chicagoland-sia) Nov 2, 2020, 12:00:00 AM [Read more](https://benefits.chicagolandsia.com/chicagoland-sia-blog/post/e-mail-marketing-during-a-global-pandemic) [facebook-f icon](https://www.facebook.com/chicagolandsia/) [linkedin-in icon](https://www.linkedin.com/company/chicagoland-sia/) [X Twitter icon](https://x.com/ChicagolandSia) --- [![CSIAlogo-2-2](https://benefits.chicagolandsia.com/hs-fs/hubfs/CSIAlogo-2-2.png?width=200&height=118&name=CSIAlogo-2-2.png "CSIAlogo-2-2")](https://benefits.chicagolandsia.com/) 240 S. Westmore Meyers Road, Lombard IL 60148 Copyright © 2026, Chicagoland SIA, LLC ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Chicagoland SIA", "url" : "https://benefits.chicagolandsia.com/chicagoland-sia-blog/author/chicagoland-sia" }, "dateModified" : "2024-06-05T16:26:27.822Z", "datePublished" : "2020-05-20T05:00:00.000Z", "headline" : "Chicagoland SIA » Don’t make these e-mail marketing mistakes", "image" : [ "https://benefits.chicagolandsia.com/hubfs/Imported_Blog_Media/47708007_S.jpg" ], "mainEntityOfPage" : { "@id" : "https://benefits.chicagolandsia.com/chicagoland-sia-blog/post/dont-make-these-e-mail-marketing-mistakes", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://benefits.chicagolandsia.com/hubfs/CSIAlogo.png" }, "name" : "Chicagoland SIA, LLC" } } ``` ```json { "@context" : "https://schema.org", "@id" : "https://benefits.chicagolandsia.com/#organization", "@type" : "Consortium", "address" : { "@type" : "PostalAddress", "addressCountry" : "US", "addressLocality" : "Lombard", "addressRegion" : "IL", "postalCode" : "60148", "streetAddress" : "240 S. 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