Skip to content
Tweak Your Biz home.
MENUMENU
  • Home
  • Categories
    • Reviews
    • Business
    • Finance
    • Technology
    • Growth
    • Sales
    • Marketing
    • Management
  • Who We Are

Customer Surveys And CAN-SPAM: What You Need To Know

By Adam Ramshaw Published May 27, 2014 Updated October 2, 2022

Disclaimer: I will preface this post by stating that I am not a lawyer. The information below is my understanding from having worked in this industry for a number of years but is provided in good faith and with no warranty of any kind. You should check with your legal advisors for your business.

If you’re in business (anywhere in the world) you have probably heard about the US CAN-SPAM Act. The goal of this federal law was to control the unsolicited marketing email imposed on individuals and companies.

For any company that is keen to actively collected customer feedback, and that should be every company, this issue is: how does this law, and other versions across the world, apply to inviting people to respond to a customer feedback survey?

In general it doesn’t, but in practice you should follow similar guidelines.

Background to Anti-Spam Legislation

While there are a myriad of country based legislations the two big ones are the US and Europe.

In summary the US law:

The CAN-SPAM Act covers commercial email messages, the primary purpose of which is the advertisement or promotion of a commercial product or service. Source

As is usual the European law is somewhat more stringent

The EU directive covers all direct email marketing messages, including charitable and political messages. Source

Explicit Opt-In

One of the myths around anti-spam legislation is the idea of opt-in. Many people believe that you need to obtain explicit opt-in to send marketing or customer communications emails. In fact, CAN-SPAM does not require explicit opt-in for marketing or other communication. It does however, require an opt-out ability.

On the other hand, European law does require opt-in but with this important proviso in Article 13: where customer details have been collected in the “context of the sale of a product or a service” they can be used for marketing purposes so long as an opt-out process is provided in the communication.

So long as it’s done correctly, neither legislation requires opt-in for marketing to existing customers. This is important because customer feedback surveys should only be going to customers.

Surveys are not Unsolicited Commercial Email

It’s easy to lump surveys and marketing email into the same bucket but they are different.

As you can see by the two definitions above these laws apply to the “direct marketing” or “the advertisement … of a … product”. Your customer survey should not contain direct marketing or the promotion of products or services.

I know that many surveys do so but this is poor survey practice and you should not follow the crowd on that score.

So Where Do You stand

So lets summarize the position at this point;

  1. Customer survey invitations are, by definition, only sent to existing customers;
  2. Customer surveys should not solicit a sale or involved direct marketing.
  3. Thus they do not require opt-in

So you do not need to gain explicit opt-in to send your customer survey to your customers.

What you should do in practice

While we may have made a good case for customer surveys not being marketing email, customers are not so knowledgeable. To avoid getting them offside you should follow good commercial email practice when sending your email survey invitation.

  1. Include an opt-out or unsubscribe process in the invite email.
  2. Use an accurate email subject line
  3. Use a real person as the from address
  4. Include an accurate postal address in the email.
  5. Use the information you collect to improve your business (not a legal requirement – just good business)
  6. (Optional) Let customers know that you might survey them during the transaction process
  7. (Optional) Include some terms and conditions on your website that deal with the fact that you survey customers and link to it from your email.

In summary you should feel comfortable to reach out to your customers to seek their input. It will make your business stronger and their experience better; a win/win outcome.

Images: “Hand sketching Online Survey Concept with black marker on transparent wipe board./ Shutterstock.com“

__________________________________________________________________________________

Connect with Tweak Your Biz:

                     

Would you like to write for Tweak Your Biz?

Tweak Your Biz is an international, business advice community and online publication. Today it is read by over 140,000 business people each month (unique visitors, Google Analytics, December, 2013). See our review of 2013 for more information. 

An outstanding title can increase tweets, Facebook Likes, and visitor traffic by 50% or more. Generate great titles for your articles and blog posts with the Tweak Your Biz Title Generator.

Posted in Management

Enjoy the article? Share it:

  • Share on Facebook
  • Share on X
  • Share on LinkedIn
  • Share on Email

Adam Ramshaw

Adam Ramshaw owns a boutique customer feedback consulting company. With more than 15 years working in small business he knows the challenges it brings. RunOurSurvey is his answer to some of those challenges where you can download free Small Business Customer Feedback Resources to use in your business

Visit author facebook pageVisit author twitter pageContact author via email

View all posts by Adam Ramshaw

Signup for the newsletter

Sign For Our Newsletter To Get Actionable Business Advice

* indicates required
Contents
Background to Anti-Spam Legislation
Explicit Opt-In
Surveys are not Unsolicited Commercial Email
So Where Do You stand
What you should do in practice
Connect with Tweak Your Biz:

Related Articles

Business
Management

Best 12 LMS Features for Restaurants Staff Training That Reduces Turnover

Andrew Larson August 14, 2025
Business
Management

BetterHelp Therapist Licensing Verification: How the Platform Ensures Professional Standards Across All 50 States

Hanna Kim August 12, 2025
Business
Management

Risk Management 101: The Key to Effective Project Management

Ernest Ragsdill August 11, 2025

Footer

Tweak Your Biz
Visit us on Facebook Visit us on X Visit us on LinkedIn

Privacy Settings

Company

  • Contact
  • Terms of Service
  • Privacy Statement
  • Accessibility Statement
  • Sitemap

Signup for the newsletter

Sign For Our Newsletter To Get Actionable Business Advice

* indicates required

Copyright © 2025. All rights reserved. Tweak Your Biz.

Disclaimer: If you click on some of the links throughout our website and decide to make a purchase, Tweak Your Biz may receive compensation. These are products that we have used ourselves and recommend wholeheartedly. Please note that this site is for entertainment purposes only and is not intended to provide financial advice. You can read our complete disclosure statement regarding affiliates in our privacy policy. Cookie Policy.

Tweak Your Biz
Sign For Our Newsletter To Get Actionable Business Advice
[email protected]