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Email Marketing: Compliance


Two weeks ago I announced that we’re working on building an email marketing service. As we lead up to the launch of our service, I want to talk about why we’re headed in this direction, some of the features we’re including in version 1.0, why our service is important, how it’s going to keep our customers compliant with laws and regulations, and email marketing in general. I won’t go into too much detail but if you would like to learn more, feel free to email our sales team.
For those of you who are not familiar with the federal CAN-SPAM laws and why compliance is important, I highly recommend reading the following:
- The CAN-SPAM Act: Requirements for Commercial Emailers
One of the biggest reasons we decided to develop an email marketing service is provide our customers with the ability to send bulk email the right way. It is essential that we help our customers with CAN-SPAM compliance issues and use best practices when sending bulk email through our system. We want to make it really easy for them to communicate with their recipients in a manner that complies with the law and helps them use best practices while keeping them from being mistaken for spammers. In fact, version 1.0 of our email marketing service focuses on compliance and best practices more so than whiz-bang features—like templates, for example (but they’re coming soon, don’t worry).
Some of the compliance management features we’ve built include the following:
- One-click to unsubscribe for each email recipient
- Sender mailing address appears in the footer of each outgoing email
- Ability to report abuse after unsubscribing (optional)
We want to make it easy for people to unsubscribe from emails sent using our service and report abuse, if necessary. Likewise, we want to ensure that senders are including information about their company in the footer of each email, mailing address included.

About the Author

This is a post written and contributed by Pat Matthews.

Pat Matthews is the Senior Vice President of Corporate Development at Rackspace. Prior to Rackspace, Pat founded, a business email hosting company that made Inc. magazine's list of the fastest-growing private companies in America. In 2007 Rackspace acquired and the two businesses joined forces. From 2007 to 2009, Pat led the Rackspace mail business and helped grow it to more than two million paid mailboxes worldwide.

In January 2010, Pat was promoted to Vice President and General Manager of all Rackspace cloud businesses. In this role he led Rackspace to become one of the most important companies in the cloud computing industry. He was promoted to Senior Vice President of Cloud at Rackspace in August of 2010.

Today, Pat oversees corporate development, which includes M&A, investment projects, new business initiatives and strategic partnerships.

Pat is a graduate of Virginia Tech. He is an angel investor and advisor in several startup companies. Pat and his family live in San Antonio, TX.

  • Jason

    We are excited about trying out the new email marketing tool (I wouldnt recommend calling it “version 1.0″ anymore though)since we currently use Constant Contact, so we are hoping to keep it all in one place.

  • Customer

    If Rackspace are serious about abuse then they should make sure that simple things like ABUSE@RACKSPACE.COM work! This address bounces. Also, if you call over a weekend there is no way to reach the abuse department. They all work from home I am told – well how does that help me?

    For over a week we have experienced network abuse from a client using the Rackspace cloud. It has impacted on our business and our complaints are ignored.

    Do Rackspace take Internet abuse seriously? So far, in my experience, they do not.

    • Andrew Hickey

      Hi Customer. Sorry for the trouble. Please send an email over to and we’ll look into it.

  • kmcmurtrie

    Rackspace and Internap host all the marketing LLCs that claim to be victims of their paying customers when they’re involved in long spamming runs. This block post should be deleted. bounces.

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