Compliance isn’t the sexy part of retention marketing.
But ignoring it? That’s how you end up with:
❌ Blocked emails
❌ Blacklisted SMS numbers
❌ Legal threats
❌ A tanking sender reputation
At Magnet Monster, we treat compliance as a growth tool, not just a legal checkbox. Because great email deliverability means better results.
This playbook covers what every eCommerce brand needs to know to stay compliant, protect their reputation, and scale email and SMS without risk.
further in depth reading
This is a collection of articles that will provide you with more information about our FREE email marketing course.
Why compliance matters (beyond the fines)
Yes, there are laws (GDPR, CAN-SPAM, TCPA).
But even more important:
Bad compliance leads to:
❌ Lower deliverability
❌ Higher spam complaints
❌ Carrier filtering
❌ Unsubscribes
❌ Lost revenue
Your list is your asset. Compliance protects it.
* Please take note that this is by no means legal advice. You should do your own investigation into compliance matters
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Email Compliance:
7 Essentials for eCommerce Brands
1. Always use opt-in, never purchased lists
Purchased lists lead to:
• High spam complaint rates
• Poor engagement
• IP reputation damage
Only email people who chose to hear from you.
2. Add visible unsubscribe links
This isn’t optional. Every email must include a clear unsubscribe link.
Hiding it leads to higher spam reports and lower inbox rates.
3. Honor unsubscribes quickly
Unsubscribed means unsubscribed. Don’t send again unless they re-opt in. Platforms like Klaviyo handle this automatically, but double check your setup.
4. Include your physical business address
Yes, this is required by CAN-SPAM. Put it in the footer. A P.O. Box works too.
5. Only send to engaged subscribers
Avoid blasting your entire list. Use sunset flows to remove unengaged contacts.
Klaviyo tip: Create a segment of people who haven’t opened or clicked in 90 days and suppress them.
6. Be clear about what they’re signing up for
Your popup should tell users what to expect.
Example:
“Sign up for emails and get early access to new drops and exclusive deals.”
Transparency builds trust and better open rates.
7. Use double opt-in where required
For GDPR compliance (EU), double opt-in is a safe bet. This protects you and proves user consent. Enable it inside your ESP if your audience includes EU or UK customers.
Don't miss: Are Lead Magnets Dead? Lead Generation For The Next Generation
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SMS Compliance:
8 Rules You Can’t Skip
1. Collect explicit consent (not just a checkbox)
You must collect express written consent to send SMS.
Use language like:
“By signing up via text, you agree to receive recurring automated messages.”
Include T&Cs and Privacy Policy links near the form.
2. Always include opt-out instructions
Every SMS must include a clear opt-out like:
“Reply STOP to unsubscribe.”
Tools like Klaviyo, Attentive, and Postscript insert this automatically, but don’t remove it.
3. Honor opt-outs across all messages
Once a subscriber opts out, they’re done.
Don’t send follow-ups or manual texts.
It’s illegal and reportable.
4. Identify your brand in every message
Avoid being flagged as spam.
Every SMS should clearly state who it’s from.
Example:
“Hi [Name], it’s Glow Skincare. Your order just shipped!”
5. Respect quiet hours (especially in the US)
TCPA recommends no texts before 8 AM or after 9 PM (recipient’s time zone).
Set your sending window in your platform settings.
6. Segment your SMS list carefully
Don’t text everyone about everything.
Only send relevant messages based on purchase behavior, interests, or activity.
It keeps your opt-out rate low and your conversions high.
7. Keep opt-in proof
If you ever get audited or challenged, you need to show how someone opted in.
Store time stamps, consent text, and source (e.g. popup, quiz, checkout).
Your SMS platform should do this automatically.
8. Use compliant keywords for opt-out logic
SMS platforms now recognize more than just “STOP.”
But you still need to support standard keywords like:
• STOP
• UNSUBSCRIBE
• CANCEL
• END
Review your platform’s opt-out keyword list to stay covered.
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Bonus: Global compliance tips
If you sell globally, be aware of regional rules.
- Canada: Must use CASL. Consent, unsubscribe, and sender info are required.
- EU/UK: GDPR applies. Clear consent, double opt-in, data storage compliance.
- Australia: Similar to CAN-SPAM, but with stricter enforcement.
When in doubt, go above the baseline. Better safe than fined.
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Conclusion:
Compliance doesn’t just protect you, it improves performance.
Clean lists. Clear expectations. Solid flows. That’s how you build long-term trust and results.
At Magnet Monster, we build compliant systems into every lifecycle journey we manage, so you scale confidently and responsibly.
Want us to audit your compliance setup inside Klaviyo or your SMS platform?
Reach out here and we’ll make sure you’re 100 percent covered.
