Email Marketing Cold Email Essentials

Email marketing, especially cold emailing, is a powerful tool for the cannabis industry, offering a way to reach new customers and build business relationships. However, crafting an effective cold email campaign requires understanding specific strategies and legal considerations unique to the cannabis sector. Here’s a quick overview of what you need to know:

Personalize Your Emails: Tailor messages to the recipient’s interests and needs.
Understand the Cannabis Industry: Address common challenges and offer solutions.
Follow Legal Guidelines: Ensure compliance with laws related to email marketing and the cannabis industry.
Use Targeted Campaigns: Focus on building a relevant recipient list and crafting messages that resonate.
Optimize Your Approach: Test different strategies and analyze your results for continuous improvement.

This guide will dive deep into these aspects, offering insights and practical tips to help you navigate the complexities of email marketing in the cannabis industry, ensuring your messages not only reach the inbox but also engage the recipients effectively.

Considerations for the Cannabis Industry

Always check the laws in your area before you send emails. You want to make sure you’re not breaking any rules.
Talking about how safe and rule-following your product is can help build trust.
Sharing stories from other cannabis companies that liked your product can make your pitch stronger. Just be honest about what you’re saying.

Developing a Cannabis-Focused Campaign

Start by making a list of people to email. You can find these people through groups, conferences, news sites, and job boards related to cannabis.
In your first email, talk about how you can help them reach their goals. Offer something helpful before you ask for anything.
If someone is interested, follow up quickly and be ready to talk about how you can meet their specific needs.

Optimizing Your Cannabis Outreach

Try different email subjects and offers to see what works best with people in the cannabis industry.
If someone wants to stop getting your emails, make sure you take them off your list right away. This helps keep your email reputation good.
Keep an eye on how your emails are doing and change your approach based on what you learn. Use this information to get better over time.

The cannabis industry has its own set of challenges but also big chances for growth. By making your cold email strategy fit this unique audience, you can start new business relationships. Just remember to adjust your message, follow the rules, show off your special skills, and keep improving based on what you learn.

Introduction

Sending cold emails, or emails to people who don’t know your business yet, is becoming more important for getting the word out, especially in the cannabis industry. This industry has its own set of rules and challenges, so you need a special plan for your email campaigns. This guide will give you practical advice on how to use cold emails to connect with new people, share information about your products, and get more customers.

First, we’ll explain what cold email marketing is and why it’s useful for cannabis businesses wanting to spread the word, build relationships, and make sales. We’ll also talk about the important laws and rules you need to know before sending out emails.

Next, we’ll show you how to write emails that people want to read. This includes how to make your emails feel personal and follow the rules, so they reach the inbox. We’ll share some successful ways to write your emails and tips for making sure they’re seen by your audience.

Lastly, we’ll cover how to keep getting better at sending cold emails. We’ll look at how to use data to see what’s working and what’s not. This means finding out which subjects, offers, and messages get the best response. By the end, you’ll know how to start and improve your cold email campaigns to meet the unique needs of your cannabis business.

So, if you’re ready to learn how to reach out to new people in the cannabis industry through email, let’s dive in!

Understanding Cold Emails

Cold email marketing means reaching out to people you haven’t met, introducing them to your business, products, or services. It’s about making a good first impression by sending well-thought-out, personalized emails to potential customers. For those in the cannabis industry, doing this the right way can really pay off. But, it’s important to remember there are specific rules to follow to build trust and stay on the right side of the law.

What Makes Cold Email Different From Spam

Some folks think all unsolicited emails are spam. That’s not true. Cold emails, when done right, are:

Directly aimed at the person receiving them, with a clear reason why they’re getting the email.
Honest about who’s sending the email and how to get in touch with them.
Relevant to what the person cares about or needs.
Meant to start a conversation that’s good for both sides.

Spam emails, though:

Try to trick you with misleading subject lines.
Don’t bother to personalize.
Are often impossible to trace back to the sender.
Just want to sell you something, without any real connection.

So, cold emails are not spam if you’re upfront, relevant, and respectful.

The Importance of Getting It Right

In the cannabis industry, where there’s a lot of oversight, it’s super important to make sure your cold emails are done correctly. Here’s what to focus on:

Compliance: Make sure your emails and the way you send them follow all the rules.

Transparency: Be clear about who you are, how to contact you, and what you’re offering right from the start.

Relevance: Make your emails about what the recipient needs or wants to know.

Deliverability: Use best practices to make sure your emails actually get to the inbox, not the spam folder.

Measurement: Keep an eye on how your emails are doing (like if people are opening them) and tweak your approach based on what you find.

Taking the time to do cold emails right, especially in the cannabis business, helps build trust and keeps your emails out of the spam folder.

The Legal Landscape

When you’re sending out cold emails for your cannabis business, it’s super important to know and follow all the rules. There are general rules for email marketing, and then there are extra rules just for cannabis businesses. Understanding these rules helps keep your business safe and builds trust with the people you’re emailing.

Complying With Email Laws

Everyone who sends marketing emails has to follow certain laws, like the CAN-SPAM Act. Here are some of the main points:

No misleading content: Your emails have to be honest. Don’t try to trick people with your subject lines or email content.
Working opt-out system: You need to give people a way to say they don’t want your emails anymore. And if they ask to stop getting emails, you have to listen.
Identifying information: Your emails should tell people where your business is located, like your physical address.
Comply with requests: If someone asks not to get emails from you, respect that and don’t send them more.

Also, it’s generally not okay to:

Buy email lists: It’s better to get emails from people directly, rather than buying or renting lists.
Email invalid addresses: Don’t send emails to addresses that you think might be old or not in use.

If you don’t follow these rules, you could get in big trouble. But if you do things the right way, cold emails can be a great way to talk to new people.

Cannabis Industry Regulations

Because cannabis is still illegal at the federal level in the U.S., and laws are different in each state, you have to be extra careful. Some common rules are about:

Age limits: Many places say you can’t promote cannabis products to people under 21. Using age gates, which check someone’s age before they can see your stuff, is a good idea.
Medical claims: Don’t say your product can cure things unless you’re absolutely sure it’s okay according to state laws.
Payments: Since it’s hard to use regular banks, make sure the way you handle money follows the rules.

Knowing the specific rules for your state and for the cannabis industry is really important. Talking to a lawyer can help you understand what you need to do.

Building Trust and Protecting Your Business

Besides just following the law, you want to do things that make people trust you and keep your business safe. Here are some tips:

Keep your email lists and customer info safe. Don’t take chances with security.
Watch how your emails are doing. This helps you avoid problems and shows you’re sending emails responsibly.
Keep records of how people said it’s okay to email them, like signup forms. This proves you have permission.
If someone says they don’t want your emails anymore, stop sending them right away.

Paying attention to these details not only keeps you out of trouble but also makes people more likely to listen to what you have to say. When you follow the rules and respect people’s choices, it sets a strong foundation for your business to grow in the cannabis world.

Crafting Your Cold Email Strategy

Identifying Your Ideal Customer

To make your cold email work well for the cannabis industry, start by figuring out who you really want to reach. Think about:

Demographics: Things like age, where they live, and what kind of job they have. Who buys your products the most?
Psychographics: What are their hobbies, values, or beliefs? What makes your perfect customers tick?
Needs and Pain Points: What problems do they face that you can help with? How can your product or service make their life better?

Understand your target audience deeply. This helps you send emails that speak directly to them, not just anyone.

Building Your Lead List

Now that you know who to target, it’s time to find them. Here’s where to look:

Trigger-Based Tools: Use online tools that alert you when a business fitting your target does something notable, like opening a new store.
Industry Databases and Directories: Look for lists that are all about the cannabis industry. Find the ones that suit you best.
Prospecting: Dig through industry news, events, and job postings to find potential contacts. It’s work, but it pays off with quality leads.
List Providers: Some companies specialize in creating lead lists for the cannabis industry. Make sure they’re legit before using them.

Keep adding to your list and organize it by what you know about your targets. This makes your emails more specific and likely to get a response.

Setting Up for Deliverability

To make sure your emails don’t end up in spam, you need to set up a few things right:

SPF – This is a way to prove you’re who you say you are when you send an email. Ask the person who takes care of your emails to help set this up.
DKIM – This adds a special signature to your emails to show they’re real. Your email provider can help you with this.
DMARC – This checks that your emails are properly set up and protects you from being faked. Get this sorted with your domain provider.
Warm Up IP – If you’re using a new email address, start slow. Send a few emails first and gradually send more. This helps show that you’re sending good emails.

Following these steps helps make sure your emails actually get to the people you’re sending them to, not lost in spam.

Writing Compelling Cold Emails

Components of an Effective Cold Email

An effective cold email needs to grab attention and show why it’s worth reading. Here’s how to do it:

Eye-Catching Subject Lines

Keep subject lines short, about 6-10 words
Use the recipient’s company or something they care about to make it personal
Ask questions to make them curious

Value-Focused Preheader Text

Keep it to 85-100 characters
Summarize the main benefit
Make them want to read more

Personalized Greetings

Use their first name if you know it
Mention if you know someone in common
Show you know something about their company or job

Body Content That Communicates Value

Be clear about why you’re writing and what’s in it for them right at the start
Talk more about how you can help them, not just what you’re selling
Include stories, data, or examples that they can relate to
End with a clear next step or ask

Personalization Techniques

Making your cold emails specific to the person you’re sending them to can really help. Here are some ways to do that:

Merge Tags

Add their name, company, job title, or location to make the email feel more personal

Segmentation

Group people by similar traits so you can send them content that fits them better

Dynamic Content

Change pictures, offers, or links based on what you know about the person

Event-Triggered Messages

Send a special email when they do something specific

Preferences-Based Content

Use what they’ve told you they like to customize your message

Past Behavior-Informed Offers

Talk about things based on what they’ve done or shown interest in before

Industry-Specific Templates and Examples

For the cannabis industry, effective cold email templates:

Highlight Compliance

Show that you understand the laws and rules

Speak to Common Obstacles

Talk about common problems like payment or advertising issues and how you can help

Leverage Social Proof

Mention good things other respected companies have said about you

Emphasize Specialized Expertise

Talk about your experience and skills in the cannabis industry

Here’s a simple cold email example for the cannabis industry:

Subject: Easy Banking for Cannabis Businesses

Hi [First Name],

We offer banking services made just for the cannabis industry. We can help with electronic payments, managing your money, and keeping everything legal. More than 300 cannabis businesses trust us to handle their banking needs.

How about a quick 15-minute chat to see how we can make things easier for your business? I can find a time that works for you this week.

Thanks, [Your name] [Your company]

Cold Email Platforms and Tools

When you’re sending lots of cold emails, especially in the cannabis business, it’s smart to use tools that help you send, track, and improve your emails. Here’s a simple look at some options:

Tool	What It Does	Cost
Lemlist	– Helps you send emails on a schedule and track replies – Finds info about your email contacts – Shows detailed reports on how your emails are doing – Works with Salesforce	– Free: 2 people can use it, send up to 2,500 emails a month – Paid: $29 per person each month, send up to 50,000 emails
Woodpecker	– Makes your emails feel personal – Lets you decide when to send emails and follow up – Tests to make sure your emails don’t go to spam – Easy to use from your browser	– Free: 2 people can use it, send up to 500 emails a month – Paid: $19 per person each month, send up to 5,000 emails
Apollo.io	– Has a huge list of contacts you can reach out to – Helps you build a list of people to email – Makes sure your emails actually get delivered – Connects with Zapier and HubSpot	– Free: Get 50 credits a month – Paid: Starts at $99 a month, get 5,000+ credits

Recommendations

If you’re just starting out with your cannabis business, Lemlist is a good, affordable option to automate your emails and keep track of them. It’s also got sales tools that can be really handy.

For businesses that are a bit bigger and need to send lots of emails, Apollo.io is great because of its huge contact list and focus on making sure your emails get through.

If you’re an agency working with many clients, Woodpecker is useful for managing everything smoothly, scheduling emails, and making sure they’re seen.

If you’re watching your budget but want to try out some campaigns, Lemlist’s free option is a good place to start. Apollo.io also has a free tier for beginners. For sending a lot of emails, all these tools offer special prices for big businesses.

Optimizing and Scaling Your Campaigns

Scheduling and Frequency

When you send cold emails for your cannabis business, picking the right time can help you get more replies. Here’s what to keep in mind:

Avoid big holidays: People often take breaks during holidays, so they might miss your emails. Stay away from times like 4/20, Thanksgiving, and New Years.
Best days: Try sending emails on Tuesdays, Wednesdays, and Thursdays. These days usually work best.
Morning or afternoon?: Test sending your emails at 10 AM or 2 PM to see when you get more opens.
Don’t send too many: Keep emails to once a week or every other week for each person.
Use automatic follow-ups: Set up emails to send automatically a few days after your first one. This gives people time to get back to you.

Testing different times and frequencies can help make sure your emails get noticed.

Follow-Up Strategies

Following up is key if you didn’t get a reply the first time. Here’s how to get better at it:

Quick follow-ups: If someone opens your email but doesn’t reply, send another email soon to remind them or ask a question.
Automate sequences: Set up a series of emails that send on their own. You can share more info or offer discounts.
React to actions: Send follow-ups when someone visits your site. It shows you’re paying attention.
Make it personal: Use their name or mention something you talked about before. Show you remember them.
Try different messages: If one follow-up doesn’t work, try changing your message or offer.

Keep testing new follow-up strategies to find what works best.

A/B Testing and Analytics

Looking at data helps you improve your emails. Focus on these things:

Open and click rates: Check if people are opening your emails and clicking on links. This tells you if your subject lines and content are interesting.
Lead quality: Are people responding and buying? Focus on reaching out to people who are more likely to buy.
Unsubscribes and complaints: If many people unsubscribe or complain, you might need to look at who you’re emailing and what you’re saying.
Check each step: Look at where people stop responding in your email sequence. This can help you make it better.
Test different things: Try changing your subject lines, what you offer, and how you ask people to act. See what gets more replies.

Use what you learn to get better results. Show people you understand what they like, building trust and making more sales in the cannabis industry.

Advanced Techniques and Creative Strategies

Leveraging AI and Automation

Using AI and automation can make sending cold emails a lot easier and more personal. These tools can write messages that feel like they’re just for the person getting them by looking at their online profiles and activities. Here’s how you can use these tools:

Personalized message writing: AI can look at things like LinkedIn profiles and company websites to write messages that talk about the recipient’s job, skills, and what they’re interested in. This makes your emails more likely to get noticed.
Smart follow-up plans: Based on how people react to your emails, AI can change when and how you follow up. This means your emails get better over time at getting responses.
Figuring out the best approach: AI can use past data to guess the best times and ways to reach out to people. This helps you fine-tune your strategy for better results.
Quick answers with templates: For common questions or topics, AI chatbots can use ready-made answers. This saves time and keeps your messages consistent.

AI and automation let you talk to more people in a way that feels personal, all while making sure you respect their email preferences.

Incorporating Multimedia and Interactivity

Using things like videos, GIFs, and quick surveys in your emails can make them stand out and give you more information about what people want.

Product Videos

Short videos can show off what’s special about your product and build trust. Adding the person’s name to the video can make them more likely to open the email.

Animated GIFs

GIFs are small, moving pictures that can quickly share your message in a fun way. Adding text to GIFs can give information without needing sound.

Microsurveys

A simple, one-question survey in your email can help you learn about what the recipient needs or likes. This is a good way to get information while keeping them engaged.

Interactive Content

Adding things like calculators, polls, or quizzes to your emails makes them more interactive. This helps teach your prospects while you learn more about them.

Using these creative tools requires more effort but can help you connect better with people from the first email. The most important thing is to make sure these creative elements really help share your main message.

Common Pitfalls and How to Avoid Them

When you’re sending cold emails to potential customers in the cannabis industry, it’s easy to make mistakes. But knowing what these mistakes are and how to dodge them can really help your emails hit the mark. Here are some big mistakes to look out for and tips on how to avoid them:

Sending Irrelevant Content

If you don’t take the time to learn about the person you’re emailing, you might end up sending them stuff they don’t care about.

How to Avoid It:

Use tools to find out more about the person’s needs and interests
Check out what they’re posting online
Look for things you both care about
Always aim to solve their problems

Neglecting Personalization

Even if your email has great content, sending a one-size-fits-all message won’t get you noticed.

How to Avoid It:

Use the person’s name and other details you know about them
Make sure your message fits their job or industry
Mention if you’ve talked before or if you know something about them
Show you get their specific situation

Using Vague or Misleading Subject Lines

This makes your email look like spam and stops people from opening it.

How to Avoid It:

Be clear and to the point with your subject lines
Highlight what you’re offering
Ask them something specific that they care about
Stay away from clickbait

Picking the Wrong Send Times

Emailing at the wrong time can mean your message gets ignored.

How to Avoid It:

Look up the best times to email for their line of work
Remember to think about time zone differences
Try sending emails in the morning or mid-afternoon
Use data to see when they’re most likely to read your emails

Not Following Up

Sending just one email usually isn’t enough. Not following up might mean you miss out on a good chance.

How to Avoid It:

Plan to send a few more emails after the first one
Change up your message or offer each time
Set up your emails to go out on a schedule
Pay attention to how they react and follow up accordingly

Case Studies

Let’s look at some real-life stories of how cold emails helped cannabis businesses get ahead. These examples can give you ideas and show what works.

Focused Targeting for a Growing Dispensary Chain

Green Gardens, a small dispensary chain, wanted to open two more stores. They needed to find companies to help with things like security and inventory. So, they decided to reach out through cold emails.

Strategy

They made a list of 100 companies that offered the services they needed. Using tools like Apollo, they gathered emails and contact info. Their emails talked about joining forces with a growing dispensary and suggested a quick call to talk more.

Results

36% of people opened the emails
15 people responded positively and set up meetings
They found great companies to work with for their new stores

Key Takeaways

Sending emails to companies that can directly help your business, with a clear call to action, can lead to useful conversations.

Specialized Knowledge for an Ancillary Business

CannaPay offers payment services just for the cannabis industry. They knew businesses struggled with payment rules and wanted to help.

Strategy

They sent emails to 200 dispensaries using Woodpecker. The emails had subject lines about staying compliant with payment laws and offered a free guide on the topic.

Results

42% of people opened the emails
31 people downloaded the guide
5 businesses signed up for their service

Key Takeaways

Showing you’re an expert in a tricky area, like payment laws, can make businesses trust you. Offering something valuable, like a free guide, can turn readers into customers.

Key Insights

Laser focus your targeting: Pick out specific businesses that really need what you’re offering. Trying to reach too many people doesn’t work well.
Highlight urgent needs and challenges: Emails that talk about big problems businesses are facing get noticed more.
Provide tangible value upfront: Giving away useful things like guides or tips after your first email can make people like and trust you.
Remain focused on business goals: Keep your main goal in mind, and look at things like new conversations or sales to see if your emails are working.

These stories show that with the right approach, you can turn cold emails into strong business connections.

Future Trends and Predictions

Emerging Trends

The way we use emails to talk to people about cannabis is changing in a few big ways:

AI-powered writing tools: New technology is making it easier to write emails that feel personal. These tools can learn about the people you’re emailing and create messages just for them. This means you can reach more people in a way that feels more one-on-one.
Anonymous messaging: Some email services let you hide who you are until the person you’re emailing shows interest. This can be helpful for cannabis businesses that don’t want to share all their details right away.
Dynamic content blocks: Emails are getting smarter. Now, they can change parts of the message, like pictures or special offers, based on what they know about the person getting the email. This makes the email more likely to catch their interest.
Conversational interfaces: Imagine chatting through email like you would in a messaging app. This is becoming more common, making it easier for people to get information and ask questions right in the email.

Industry Predictions

As more places say it’s okay to sell and use cannabis, here’s what we think will happen with email marketing:

Rapid customer base growth: More people will be able to buy cannabis, which means businesses will need to use email to talk to a lot more people.
Increasing personalization: With all these new customers, businesses will have to work harder to make sure their emails speak directly to what each person is interested in.
Evolving compliance needs: As laws change, keeping up with what’s allowed in emails will get trickier. Businesses will have to stay sharp to make sure they’re following the rules.
Omni-channel integration: Emails will start working more closely with other ways of talking to customers, like social media and text messages. This helps make sure the conversation feels smooth no matter where it’s happening.

The future is all about making emails smarter, more personal, and better at following the rules. Businesses that can do this will have a better shot at winning over new customers.

Conclusion

Sending cold emails can really help cannabis businesses connect with new people, share what they know, and grow. But, because there are a lot of rules in this industry, it’s super important to make sure people trust you.

When you plan your emails, focus on solving problems that many people have, show off what you know, and give something useful right away. Sending messages that are just right for each person, at the right time, and talk about things they really care about can make a big difference.

As rules keep changing, it’s important to make sure your emails are set up right to reach people’s inboxes, keep an eye on how your emails are doing, and use new, allowed technologies to stay ahead.

Here are some simple tips to keep in mind:

Do your homework to find and group the right people to email. Make sure your messages are right for them.
Make it personal with details like their name or things that have happened recently to show you’re paying attention.
Know your stuff by talking about specific issues like rules, how to handle money, and making sure only the right people see your emails.
Give something useful like advice or tips before asking for anything in return.
Make sure emails get delivered by setting up things like SPF and DKIM right, and always work on keeping a good sending reputation.
Pick the best time to send by thinking about when they’re most likely to read your emails. Try different times and see what works best.
Keep getting better by testing different parts of your emails to see what people like best. Pay attention to how they react and change your approach as needed.
Use smart tools to help write emails and talk to people in a way that feels real, even as you reach out to more people.
Stay on top of the rules as they change and make sure you’re always doing things the right way. Keep track of how people can say they don’t want emails anymore.

As more people are okay with cannabis, email will become even more important for talking about your brand, finding new customers, and keeping in touch. By mixing smart ideas with following the rules and giving real value, cannabis marketers can do really well as things keep changing. Just remember, the most important thing is to inform, help, reassure, and build trust.

Appendix: Resources and Tools

This part of the guide lists some helpful software, services, tools, and places to learn more about sending good cold emails. Here’s a quick list:

Software Platforms

Lemlist – A tool for organizing emails, keeping track of responses, and understanding how well your emails are doing. It has a free version.
Woodpecker – A service for sending out cold emails with features like templates and help with making sure emails get delivered. Prices start at $15 a month.
Apollo.io – Helps you find and check email addresses, and automate sending emails. There’s also a free version.

Email Verification Tools

Hunter – A tool you can add to your browser to find and check if email addresses are right. It offers a 14-day free trial.
Email Checker – Checks a bunch of emails at once to make sure they’re valid. You get 100 free checks each month.

Email Deliverability Services

Sender – Helps make sure your emails actually reach people’s inboxes. It includes features for warming up your email and staying compliant. Prices start at $30 a month.
Mailgun – Provides tools and APIs to help with email delivery. There’s a free version available.

Educational Resources

HubSpot Academy – Offers free online courses and certifications on marketing.
Udemy – Has paid online classes about a lot of different digital marketing topics.

Lead Enrichment Tools

Clearbit – A service for getting more information about people you want to email. There’s a free version available.
Lusha – A tool that works with your browser to find more details about people on LinkedIn and other websites. It has a free version with a limited number of searches.

Contact Discovery Tools

ContactOut – A browser extension that helps you find contact info on websites. It has a limited free version.
Voila Norbert – A free tool for finding business contact details.

How do I get emails for cold email marketing?

To find emails for your cold email efforts, try these steps:

Use online tools like Hunter or Clearbit Connect to look up professional email addresses. These tools gather contact details from the web.
Check out LinkedIn for people working at companies you’re interested in. You can often guess their email addresses based on their names and the company’s email format.
Go to industry events and meet-ups. Talking to people and exchanging business cards is a direct way to get their email addresses.
Try using services like Apollo that provide lists of emails that are already checked and ready to use, saving you the hassle of finding them yourself.

Combining these methods with a personal touch and making sure the emails are correct before sending them out is key.

How do you start a cold marketing email?

When writing the beginning of a cold email, follow these tips:

Do a little homework on the person you’re emailing. Mention something you know about their job or company to grab their attention.
Be clear about who you are and why you’re reaching out. Keep it honest and straightforward.
If you have any connections in common, mention them. It can make the recipient more open to your message.
Offer something helpful, like a tip or a piece of interesting information. It shows you’re not just after something from them.
End with a clear next step, such as asking for a quick call or meeting. Make it easy for them to say yes.

The goal is to be friendly, clear, and helpful, making it more likely they’ll want to hear more from you.

How many emails should be in a cold email campaign?

For a cold email campaign, sending 2-4 emails in total is usually best. This includes:

Your first email
1-2 follow-ups if you don’t hear back

Sending too many emails can annoy people. But a few well-timed follow-ups can remind them of your initial message and show you’re genuinely interested. If there’s no response after 2-4 emails, it’s wise to move on to other potential contacts.

Is cold emailing illegal?

Sending cold emails is not illegal in the U.S., but there are rules. According to the CAN-SPAM Act, your emails must:

Be truthful and not misleading
Include your contact info
Offer a way for people to unsubscribe
Respect people’s wishes if they opt out

You’re also better off not buying email lists and making sure the emails you send are to valid addresses. Following these guidelines helps keep your emails on the right side of the law and makes them more effective.