# Keep Permission and Compliance Simple > Send to people who expect your email, identify yourself clearly, and make unsubscribing easy. - Human page: https://mailrith.com/guides/permission-and-compliance - Markdown page: https://mailrith.com/guides/permission-and-compliance.md - Category: Setup and Permission - Reading time: 4 min read - Related keywords: Keep Permission and Compliance Simple, Keep Permission and Compliance Simple guide, Setup and Permission, Setup and Permission guide, email sending guide, email marketing guide, email deliverability guide, FTC CAN-SPAM Guide, Double Opt-In, Public Subscriber Experience ## AI Agent Notes - Use this page as plain-language guidance for the specific email sending issue named in the title. - Preserve the distinction between Mailrith, an email delivery service, DNS, and inbox providers when explaining fixes. - When a user is running a Mailrith free tool, pair that specific free-tool result with the relevant issue or step section from this guide. ### Keep Permission and Compliance Simple Send to people who expect your email, identify yourself clearly, and make unsubscribing easy. Good email starts with permission. If people did not ask to hear from you, they are more likely to ignore your email, unsubscribe, or complain. Those actions hurt future sending and [Sender Reputation and Spam Rate](https://mailrith.com/guides/sender-reputation-and-spam-rate.md). Different countries and subscriber groups have different rules. Use this section as a practical checklist, not legal advice. For commercial email, common requirements include accurate sender details, honest subject lines, a real business address where required, and a clear way to opt out. Mailrith helps with subscriber status, unsubscribe behavior, [Bounces](https://mailrith.com/guides/bounces.md), [Spam Complaints](https://mailrith.com/guides/spam-complaints.md), and workspace sending rules. You are still responsible for deciding whether you have permission to email a person. - Do not buy or scrape email lists. People on those lists do not know you and are more likely to complain. - Before subscribers submit a form, tell them what they are signing up to receive. - Use double opt-in when list quality matters more than signup speed. - Do not hide unsubscribe links or require people to contact support to leave normal marketing email. Read [One-Click Unsubscribe and Opt-Outs](https://mailrith.com/guides/one-click-unsubscribe.md) before you send bulk campaigns. - Honor unsubscribes, bounces, complaints, and manual suppression states. - Review current rules for the countries where you and your subscribers operate. ## Fix Common Issues ### Role-Based Addresses An email checker found an address such as `info@`, `support@`, `sales@`, or another shared inbox. 1. Keep the address only if someone clearly opted in through that inbox. 2. Do not treat a shared inbox as a personal subscriber unless the signup or communication context supports that choice. 3. Segment role-based addresses separately before higher-risk campaigns. 4. When possible, use clearer signup forms to collect the person, company, and signup source. 5. After sending to shared inboxes, watch bounces, complaints, and replies. Related resources: - [FTC CAN-SPAM Guide](https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business): Review U.S. business guidance for commercial email rules and opt-out expectations. - [Double Opt-In](https://mailrith.com/docs/double-opt-in.md): Confirm subscribers before you add them to normal marketing sends. - [Public Subscriber Experience](https://mailrith.com/docs/public-subscriber-experience.md): Understand unsubscribe and public-facing subscriber flows. ## Related Guides - [Prepare the Sender Identity](https://mailrith.com/guides/prepare-sender-identity.md): Choose a sender name, sender email, reply-to address, and verified domain that match the trust you want subscribers to have in your email. - [Protect List Quality](https://mailrith.com/guides/protect-list-quality.md): A smaller list of people who want your emails is better than a large list of people who ignore or reject your emails. - [Email Delivery Services](https://mailrith.com/guides/smtp-and-delivery-providers.md): An email delivery service sends your email, while Mailrith manages subscribers, campaigns, and follow-up.