Email outreach considerations

What commercial email generally expects from senders, what Landing Zone provides, and what stays your responsibility.

Updated 2 min readMaintained by Landing Zone

Commercial email is generally the most permissive outreach channel, but "permissive" is not "unregulated." Email rules center on honesty and easy exits rather than prior consent. Keep in mind that SMS generally carries stricter consent, carrier, and registration considerations than ordinary commercial email — never apply email assumptions to texting.

What commercial email generally expects

  • Truthful sender identity. Your from name, from address, and routing information should not mislead anyone about who is sending.
  • Accurate subject lines. The subject should reflect what the message actually says.
  • A functioning unsubscribe. Recipients need a working way to opt out, and opt-outs are expected to be honored promptly.
  • A physical mailing address. Commercial email is generally expected to include a valid physical postal address for the sender.
  • Complaint and bounce hygiene. Repeated spam complaints and hard bounces damage deliverability and usually mean the audience was a poor fit in the first place.

What Landing Zone provides

  • One-click unsubscribe. Campaign email includes a one-click unsubscribe, and opt-outs are tracked in your workspace.
  • A signature address field. Email signatures use structured fields — including an address field — so a physical mailing address can appear in your messages. See Email signatures.
  • Tracking. Campaigns report opens, bounces, replies, and opt-outs, giving you the signals you need to keep lists clean. If delivery slips, start with Email delivery issues.

What Landing Zone does not do

The platform cannot verify that your sender identity is truthful, that a subject line is accurate, or that a given message is lawful for a given recipient. It also cannot guarantee delivery or inbox placement — mailbox providers apply their own filtering.

Your responsibilities

  • Send as who you are: accurate from name, from address, and subject lines.
  • Fill in the signature address field and include your signature so a physical mailing address reaches recipients.
  • Honor unsubscribes promptly — and everywhere you operate, including any tools outside Landing Zone.
  • Watch complaints and bounces in your campaign stats and cut or re-qualify audiences that generate them.
  • Confirm the requirements that apply to your specific messages and audience; see User responsibilities.