Two quiet failures
Bots fill web forms and the CRM routes, enrols and counts every submission as a lead. An unsubscribe in one email tool does not always reach the others. Neither makes a noise until a rep wastes a week or a person complains.
Test both with invented contacts
For junk, submit a seeded set of invented junk and genuine submissions into a portal with notifications off, and check that junk is held, genuine leads are not, and release restores normal routing. For opt-outs, use a test mailbox you own: opt it out in one tool at a time and check that the others suppress it and a test send is blocked. Never test with real subscribers.
- Hold, never delete.
- Re-importing an old list must not re-subscribe anyone.
- Check each sending source on a test message each month.
Which paid job fits
The one-off hold job sets the rules and the re-test is a monthly standing service. The opt-out matrix is a one-off job with a monthly re-test. The sending-health check is a monthly record of each source, unknown senders and the spam rate.
These are rules and tests more than AI, and none is legal advice.
Sources and limits
- FTC: CAN-SPAM Act compliance guide for business Checked 2026-10-12.
- The guide lists eight requirements and says there is no exception for business-to-business email.
- Opt-out requests must be honoured within 10 business days, penalties run up to USD 53,088 per violating email, and both the sender and the advertiser may be held legally responsible.
- ICO: electronic mail marketing Checked 2026-10-12.
- Marketing email to individuals needs consent or a narrow soft opt-in, and sole traders and some partnerships count as individuals.
- Corporate bodies need no prior consent, the sender may not conceal its identity, and opt-outs must be honoured promptly.
- Google: email sender guidelines Checked 2026-10-12.
- From 1 Feb 2024 senders should keep the spam rate under 0.30% and aim for under 0.10%.
- Bulk senders of 5,000 or more messages a day need SPF, DKIM, DMARC, alignment and one-click unsubscribe.