Webinar Roundup: Building Your E-mail List

• Keep header ("To" and "From") information and subject lines clear and not deceptive.
• Give an opt-out method within e-mails and honor opt out requests.
• Include their postal address in the body of the e-mail.

(More information about CAN-SPAM, can be found on the FTC Web site.)

But sticking to these guidelines is only half the battle. The other half is making sure your messages don't get marked as spam by recipients. To this end, Karp stressed the importance of knowing your audience.