We-Connect is committed to fighting spam and any form of emailing that could harm recipients. The standards in this policy help keep your emails high quality and your sending reputation healthy.
This Email Usage Policy is issued by We-Connect Systems LLC ("We-Connect") and supplements our Terms of Use, Customer Terms of Service, and Acceptable Use Policy. All emails are scanned and checked before they are sent to help ensure they are consistent with this policy. Please read it before you start sending messages through our Service.
The chart below sets out the core metrics the We-Connect team uses when reviewing email accounts and sending practices. Please stay below these thresholds. Accounts exceeding them may be suspended, and, in the case of a Terms of Service violation, terminated. We give prior warning in all cases unless the risk is critical to the security of We-Connect's infrastructure.
1.Sending quality metrics
a) Bounce rate
Keep your bounce rate below 15% at all times. A higher bounce rate harms deliverability and your sender score.
b) Spam complaints
Keep spam complaints as low as possible and unconditionally below 1%. If this metric exceeds 1%, we may suspend the account immediately. A high complaint rate usually indicates a low-quality list with outdated or incorrect addresses, which damages your domain reputation and future campaigns.
c) Opt-out rate
Keep your opt-out (unsubscribe) rate, calculated as the ratio of opt-outs to messages sent, below 10%.
d) Invalid rate
Keep the ratio of prospects marked invalid across your campaigns below 20%.
e) Open rate
Open rate is the percentage of recipients who open a given email. Around 20% or higher is a healthy benchmark. A low open rate usually points to list quality, subject lines, or deliverability issues worth reviewing.
f) Reply rate
Reply rate is the percentage of recipients who respond. Aim for a reply rate above 4%, respond promptly to replies, and use measured follow-ups rather than repeated messaging.
g) Unsubscribe links
Every outgoing email must include a clear and working unsubscribe option so recipients can stop receiving future messages. Honor unsubscribe requests promptly.
h) CAN-SPAM Act
The CAN-SPAM Act regulates commercial email and gives recipients the right to have you stop emailing them, with significant penalties for violations. It does not prohibit email advertising, but it prohibits fraudulent practices such as false or misleading header information ("From," "To," and "Reply-To") and deceptive subject lines.
i) No generic sending addresses
Avoid generic email addresses. A professional business sending address improves trust and engagement.
j) Email attachments
Attachments can help, but too many increase the chance of being filtered as spam. Keep attachments minimal and send only necessary files.
2.Sending requirements
a) Compliance with our sending metrics
We-Connect cares about the deliverability and safety of our system, and we expect users to meet high sending standards. A variety of laws and regulations apply to outbound sending, so please familiarize yourself with the rules that affect you. Regular maintenance of your prospect list keeps you emailing an engaged audience with active addresses. Removing inactive or incorrect addresses may shrink your list, but it significantly improves deliverability and sender reputation over time. Good practices include subject lines that reflect the content of the email, avoiding spam-trigger words, and adding personalization.
b) Third-party mailing lists
Sending to lists that have been bought, exchanged, or rented from a third party where you are not explicitly named harms deliverability and may be unlawful in many jurisdictions. You must not use purchased, rented, or exchanged lists.
c) Lawful basis and consent
You are responsible for ensuring you have a valid lawful basis to email each recipient under the laws that apply to them. Depending on the jurisdiction, this may mean obtaining the recipient's consent (for example under EU or UK ePrivacy rules, or Canada's CASL) or relying on another permitted basis, such as legitimate interest for business-to-business outreach where the law allows. In the United States, the CAN-SPAM Act does not require prior consent but does require accurate header and subject information and a working opt-out. Regardless of basis, we recommend confirmed opt-in as best practice, and you must honor opt-out requests promptly.
d) Abuse complaints
We-Connect takes every abuse complaint seriously, including complaints about lawful data processing. Please familiarize yourself with our Terms of Use, Privacy Policy, and GDPR information before you start sending messages.
e) Acceptable use
Your use of our services must comply with all applicable laws and regulations, as well as our Terms of Use, Privacy Policy, and GDPR obligations.
f) Enriched email addresses
Emails you find through Email Enrichment come from third-party sources, and finding an address does not mean the recipient agreed to hear from you. You are still responsible for having a lawful basis and any required consent before emailing them, the same as any other list, and these addresses count toward the sending quality metrics in Section 1, including bounce and invalid rates. Your full obligations are set out in our Customer Terms of Service.
Back to top