Trust
Compliance: how we keep lender outreach clean
Updated
Cold email to businesses is legal in the US when it follows the CAN-SPAM Act: honest sender details and subject lines, a valid postal address, a working opt-out, and opt-outs honored within 10 business days. We send business-to-business email only, never call or text borrowers, and you approve every message.
Key takeaways
- CAN-SPAM covers all commercial email, including business-to-business.
- We honor every opt-out permanently, across every campaign we run for you.
- We do not call or text borrowers, which keeps phone and SMS rules out of our service.
- You remain responsible for your own lending disclosures and licensing.
Does CAN-SPAM apply to business-to-business email?
Yes. The FTC is clear that CAN-SPAM makes no exception for B2B email. Every commercial message must meet its rules, and penalties can reach $53,088 per violating email. Both the company whose product is promoted and the company that sends can be held responsible.
What do we do on every campaign?
- Accurate sender names, from domains set up for you, with no misleading routing or headers.
- Subject lines that reflect what the email says.
- Your valid physical postal address in every message.
- A clear way to opt out in every message, and opt-outs processed well inside 10 business days.
- A permanent suppression list: anyone who opts out is never emailed again in any campaign we run for you.
- Email to business contacts only, sent at a steady, low volume per inbox.
- No purchased consumer data, and no calls, texts or voicemail drops to borrowers.
What stays your responsibility?
You approve all copy before it is sent, and you stay responsible for the lending side: product disclosures, state commercial financing disclosure rules, and any broker or lender licensing or registration your business needs. Several states, including California, New York and Texas, have their own rules for commercial financing. We are not a law firm, and we suggest your counsel reviews the campaign copy before launch.
How is a reply handled?
When a business owner replies with interest, we find a mobile number, add the owner to your CRM and alert your team. Your team makes the call. We never contact the borrower by phone or text on your behalf.
Frequently asked questions
Is cold email legal for B2B lending?
Yes, when it follows CAN-SPAM: truthful headers and subject lines, a physical address, a clear opt-out and opt-outs honored within 10 business days. State lending rules still apply to what you offer.
Do you need consent to email a business?
Not under CAN-SPAM, which is an opt-out law. Calls and texts are different: the TCPA has consent rules, which is one reason we never call or text borrowers.
What happens when someone opts out?
They are added to a permanent suppression list and never emailed again in any campaign we run for you.
Is sending bulk B2B email illegal?
No. Bulk commercial email to businesses is legal in the US when every message follows CAN-SPAM. What is illegal is misleading headers or subject lines, no postal address, or ignoring opt-outs.
Do state laws apply to cold email?
Some do. States such as Washington and California also ban misleading headers and subject lines in commercial email. Our standards (truthful senders and subjects, working opt-outs) are written to meet them.
Own your market instead of renting leads.
Tell us your buy box. We’ll show you how many businesses fit and whether your territory is available.
Check your buy box availability