Updated 7 October 2026
Marketing email is welcome when the recipient expects it and finds it useful. Respect their time and their decision to stop receiving it.
Set a clear expectation
Explain what people are signing up for and roughly how often you will send it. Use an appropriate consent basis, keep records and do not add purchased or borrowed lists. Consent requirements depend on the circumstances.
Give each message a purpose
Send a relevant update, practical tip or clear offer. Use an honest subject line and one main next step. Avoid sending repeated messages solely because a calendar says it is time.
Make leaving simple
Include the sender information and an effective unsubscribe route required for commercial messages. Honour requests within the applicable timeframe and keep suppression records. Review complaints and unsubscribes alongside business results.
Your next move
Review your signup wording and most recent email together. ITG can help make the invitation, template and website destination consistent.
Further reading: Canada’s anti-spam guidance.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!