What CAN-SPAM requires#
CAN-SPAM requires accurate headers, a physical address, and honoring opt-outs within 10 business days.
What email engagement metrics are#
Engagement metrics measure how recipients interact with mail: opens, clicks, replies, forwards, unsubscribes, and complaints. Providers use similar signals to judge sender quality.
Why it matters#
Positive engagement lifts reputation; negative engagement and inactivity lower it. Metrics are also how you decide who to keep sending to.
How email engagement metrics supports CAN-SPAM compliance#
Regulators and recipients need to identify who sent a message and trust that opt-out mechanisms work. Email engagement metrics contributes by positive engagement lifts reputation; negative engagement and inactivity lower it. Metrics are also how you decide who to keep sending to.
Implementation steps#
- Track clicks and replies as primary metrics; opens are unreliable after Mail Privacy Protection.
- Set benchmarks per segment and channel rather than industry averages.
- Watch unsubscribe rate (aim under 0.5%) and complaint rate (under 0.1%).
- Feed engagement back into segmentation and sunset policies.
Frequently asked questions#
What is a good click-through rate?
2 to 5% for marketing email is common; transactional mail often exceeds 10%.