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In our hurry to embrace new forms of email marketing, even old hands could find themselves falling fall foul of basic email marketing regulations. Time for a refresher course…

With the ongoing explosion of different types of email marketing and associated technologies; (more automated email, more triggered real-time emails) it’s important not to lose sight of the basics. Keeping up with email marketing regulations is more vital than ever before, to ensure you don’t inadvertently trip up.

Keep yourself up-to-date and compliant, with our five tips for keeping your recipients and the Information Commissioners Office on your side.

Back to Basics: do you know all the email marketing regulations?

Engage them, don’t spam them

Recipients are tired of spam email, and you don’t want your business inadvertently tarnished with that brush. After all, the merest suggestion of spam can kill your reputation quicker than any investigation by the ICO.

Avoid accusations of being a spammer:

[SOURCES:
http://www.securelist.com/en/analysis/204792293/Spam_in_April_2013#6,
http://www.spamlaws.com/spam-stats.html,

http://blog.imninc.com/email-marketing/email-marketing-all-that-sizzles-not-spam-infographic-friday]

Opt them in ‘softly’

According to the Information Commissioner’s Office, you must not send marketing emails to prospects unless you have their prior consent. The exception to this rule is (and you must meet all three stipulations):

[SOURCES:
http://www.ico.org.uk/upload/documents/library/privacy_and_electronic/introductory/rules_~1.pdf,
http://www.ico.org.uk/for_organisations/sector_guides/marketing]

Empower them

Email marketing regulations state that recipients of your commercial emails must be able to opt-out of receiving further missives from you. To protect yourself:

[SOURCE: http://www.ico.org.uk/for_the_public/topic_specific_guides/online/spam_emails]

Inform them

Both the Companies Act 1985 and the Companies (Trading Disclosures) Regulations 2008 state that ‘in characters that can be read with the naked eye’, you must include the following information in any marketing email:

Potential fine for not including this information: Up to £1,000

Additional penalty for each day said information is not included: £300

[SOURCES:
http://www.legislation.gov.uk/ukpga/1985/6
http://www.legislation.gov.uk/uksi/2008/495/made]

Protect yourself

If you are handling personal client information, you may be required to register with the ICO as a data controller. Contact the government body here to see if you qualify.

Remember:

Where should you invest your precious marketing budget? Download our free eGuide: Email Vs Social Media Vs Website Marketing: Which Gives the Best ROI? Fight!


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