It is extremely important to follow anti-spam laws. These laws are in place to keep people from receiving unsolicited messages, and as a legitimate sender there are rules and practices you need to follow. These laws benefit you as well: they keep you from being flagged as a spammer and they help to keep your deliverability rates high so your messages continue to reach your subscribers.
You need to include an unsubscribe link in every message that you send out. You also need to have your contact information: a physical mailing address where you receive mail or a PO Box, not just an email address.
You must be CAN-SPAM compliant and obey the anti-spam laws of Canada and the U.S. It is important that you follow these rules to avoid legal consequences, such as hefty fines, as well as severe and irreversible damage to your sending reputation.
You must also comply with the anti-spam laws of any other country you are sending messages to. If you're sending to subscribers in Italy, for example, make sure you're following Italy's strict anti-spam laws.
You can also read more about CASL on our dedicated CASL page and sign up for free webinars explaining the ins and outs of the bill.