Before emailing a local business, check that your message is relevant, honest about who you are and what you’re offering, and compliant with the rules that apply where you and the recipient are located. If the message is commercial and involves the United States, business-to-business email is not automatically exempt from CAN-SPAM. Also verify your sender authentication before sending to Gmail accounts; technical setup can support delivery, but it cannot guarantee an inbox placement.
Does this business have a reason to hear from you?
Start with the recipient, not a reusable pitch. Identify a real business and, when possible, a relevant person or business address. Be able to explain truthfully why this particular business might benefit from your offer. A detail that connects your service to the recipient’s work is more useful than generic praise or a claim that you have followed the business for years if you have not.
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Make the offer concrete: say what product or service you provide and why it could matter to that business. Remove results, guarantees, or performance claims you cannot support. Do not imply an existing relationship, referral, or conversation that never happened.
Does the email look and sound honest?
- Sender: Use a From name, address, and domain that clearly identify you or your business. Do not disguise who sent the message or use misleading header information.
- Subject: Describe the email accurately. Avoid fake “Re:” or “Fwd:” prefixes and urgency you cannot substantiate.
- Ask: Give the recipient one easy next step, such as permission to send more information or a brief call. Multiple competing requests make it harder to respond.
- Personalization: Include only details you know to be true. A short, specific reason for contacting the business is better than invented familiarity.
If you’re emailing from or into the United States, check CAN-SPAM
The Federal Trade Commission says the CAN-SPAM Act covers commercial messages and “makes no exception for business-to-business email.” Its guide requires truthful header information and nondeceptive subject lines, identification of the message as an ad, a valid physical postal address, and a clear way to opt out. Opt-out requests must be honored within 10 business days. If someone else sends messages for you, the FTC says you still need to monitor that vendor’s compliance. Read the FTC’s CAN-SPAM compliance guide.
These are U.S. requirements, not a worldwide rule. If you or the recipient is elsewhere, check the applicable law for that jurisdiction rather than assuming the U.S. checklist is sufficient. This is general information, not legal advice.
Check authentication and Gmail delivery requirements
Google’s sender guidance applies to email sent to Gmail accounts. It says all senders must set up SPF or DKIM. Senders who send more than 5,000 messages per day to Gmail accounts must set up SPF, DKIM, and DMARC. Google also addresses TLS and spam-rate practices; consult its live Email sender guidelines for the current requirements and implementation details.
These authentication measures help establish that your mail is authorized, but they do not guarantee that a message will reach the inbox. A technically authenticated message can still be unwanted or treated as spam.
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A one-to-one introduction and a promotional campaign are not the same sending pattern. Google’s FAQ says marketing and promotional messages require one-click unsubscribe, while transactional messages are excluded. If you send campaigns at scale, use the live Google sender guidelines FAQ to check how unsubscribe requirements apply to your messages and sending setup. A visible opt-out link alone may not meet a platform’s one-click requirement.
Rank #3
- E-mails, memos and letters that get read—and get action
- Proposals, recommendations, and presentations that sell ideas
- Plans and reports that get things done
- Fund-raising and sales letters that produce results
- Resumes and letters that lead to interviews
Keep records and stop when asked
Record where you found the contact, when you sent the email, whether you followed up, and whether the person opted out. If you receive an opt-out, suppress the address so it is not accidentally included in later outreach. A CRM or another recordkeeping method can help manage this information; it does not make a message lawful or guarantee delivery.
Quick Recap
Rank #4
A final pre-send checklist
- Can you explain, truthfully, why this business is a fit?
- Does the message identify you, describe a specific offer, and make one clear, low-friction ask?
- Are the subject line, sender details, and every claim accurate?
- If U.S. CAN-SPAM applies, have you identified the ad, included a valid physical postal address and a clear opt-out, and planned to honor opt-outs within 10 business days?
- Have you checked SPF or DKIM for Gmail delivery—and SPF, DKIM, and DMARC if you send more than 5,000 messages per day to Gmail accounts?
- If sending promotional campaigns, have you checked Google’s one-click unsubscribe guidance?
- Can you record follow-ups and prevent future messages to people who opt out?
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