Sending Unsolicited Emails and CAN-SPAM Compliance As a business, you can send unsolicited email messages to a newly acquired marketing list. If you use any kind of sales or marketing campaign with emails that are not “opt-in,” such as purchased from a data service like Jigsaw or list broker, there are some rules you must follow to stay in compliance with CAN- SPAM, the anti-spam act. You are allowed to send “unsolicited” emails to businesses. Here are the three core guidelines: The subject and header must not be misleading. You must have a valid physical address in your email. You must include a way to opt-out from future communications. For more information, this page at the FTC has further guidance here: http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm