Best Practices for Email Marketing and SPAM Compliance

Mastering Email Marketing for Your Voice Over Business

Email marketing is a powerful tool for voice actors, but today’s digital landscape requires more than just sending messages to potential clients. Regulations like CAN-SPAM (USA), CASL (Canada), and GDPR (EU) have reshaped how businesses engage with audiences through email. To stay compliant and build long-term client relationships, it’s essential to follow best practices. Let’s dive into what you need to know to make your email marketing both effective and legally sound.

Stay Compliant and Build Meaningful Connections

Permission-Based Marketing

The foundation of a strong email marketing strategy is permission. Most email regulations require some form of consent before you can legally contact someone. This falls into two categories:

• Implied Permission: You have an existing relationship with the recipient, such as a client, vendor, or colleague. If someone has inquired about your services or engaged with you professionally, this often qualifies. However, be cautious—just because you interacted on LinkedIn or in a networking group doesn’t automatically mean they want your emails.

• Express Permission: This is direct consent, such as when someone subscribes to your mailing list via your website, opts in through a lead magnet, or explicitly agrees to receive updates. Express permission is the gold standard and ensures you are compliant with all major regulations.

To maintain compliance and good email etiquette, always focus on building a permission-based email list instead of purchasing contacts or scraping emails from directories.

Be Honest and Transparent

Your emails must clearly represent who you are and what you’re offering. Here’s how to stay transparent:

• Your “From” Name and Email: Use your real name and business email. Avoid misleading or vague sender names.

• Clear Subject Lines: Your subject line should match the content of your email. Clickbait subject lines like “You’ve Won a Free Voice Over!” when you’re just offering a discount can erode trust and violate spam laws.

• Authentic Messaging: Whether you’re offering a free resource, a demo, or a special promotion, be upfront about your intentions.

Include Your Business Address

Even though email marketing is digital, some laws require you to include a valid physical address in your emails. This ensures transparency and gives recipients a way to verify your business. You can use:

• A street address

• A PO Box

• A registered virtual business address (if privacy is a concern)

Make It Easy to Unsubscribe

Every marketing email must include an unsubscribe option, no exceptions. The unsubscribe link should be visible, easy to use, and require no more than one step to opt out. Hiding the unsubscribe button, making people jump through hoops, or requiring them to log in to unsubscribe violates multiple spam regulations and damages your credibility.

Honor Unsubscribe Requests Promptly

Once someone opts out, you must remove them from your email list within 10 days. You cannot:

• Charge a fee to unsubscribe

• Force them to complete multiple steps

• Re-subscribe them unless they opt in again

It’s also good practice to regularly clean your email list and remove inactive subscribers. A high engagement rate improves deliverability and helps keep your emails out of spam folders.

The Future of Email Marketing in Voice Over

With evolving email regulations, respecting your audience’s inbox is key. Instead of mass emails, focus on personalization, providing value, and nurturing authentic client relationships. Build trust with well-crafted, relevant messages that showcase your skills and expertise.

If you’re serious about email marketing, consider using platforms like WIX Ascend, Mailchimp, ActiveCampaign, or Constant Contact) to automate compliance, track engagement, and ensure deliverability.

By following these best practices, you’ll stay compliant and create a positive, professional experience for potential clients—one that helps you land more gigs and build a thriving voice over business.

By following these best practices, you’ll stay compliant and create a positive, professional experience for potential clients—one that helps you land more gigs and build a thriving voice over business

Thanks for reading - Anne

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Anne Ganguzza is a Voice Actor, Coach, Influencer, and award-winning Podcaster & Demo Producer. based in Southern California.

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