What you need to understand about CAN-SPAM laws is simple: Be transparent.
There’s no good that come out of being dishonest with potential or existing customers. They’re interested in what you have to offer, but not if they can’t trust you.
When it comes to email marketing, there’s no need to be deceptive (plus, it’s illegal). Be honest about who you are, what your email is about, and why the recipient is getting the email in the first place.
Your subscribers may not remember signing up for your email, so it’s important to remind them of how they ended up on your list. Otherwise, it may get marked as SPAM.
And, while it may seem counterintuitive, it’s important to give your subscribers the ability to opt-out, if they really want to. They’ll respect you for doing so (plus, it’s illegal not to).
For the full details of the CAN-SPAM act and methods for complying, read this.