Email Marketing
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Email marketing can be effective if done properly but there are also legal risks to consider. Under UK law, explicit consent is required to email market to consumers and existing customers. When gathering permissions, opt-ins must be true opt-ins where the recipient selects they wish to receive emails rather than not unticking a pre-selected box. Rented or purchased email lists also carry risk if the permission process was not consent based. Proper response to access and deletion requests is also required by law. For best results, email campaigns should be tested, segmented, personalized with relevant content and offers, and plan follow up messaging.
Email Marketing
- 1. Email Marketing - does it work? -what are the rules legal and otherwise?
- 2. Does it work? Half the money I spend on advertising is wasted, The trouble is I dont know which half John Wanamaker 1838 1922
- 3. Well it doesnt .. If you do it like this
- 4. Or this
- 5. This is what you should see
- 6. And it doesnt work if you dont think about it
- 7. No prizes then for the experts
- 8. unlike WARC
- 9. who are brilliantly simple and effective
- 10. So what matters?
- 11. And where does the effort go?
- 12. What about the law? Are these correct? Under the Data Protection Act 1998 an email address isnt personal data - it IS personal data Electronic Communications Regulations 2003. only relate to consumers ONLY excludes limited companies The ASA Doesnt cover email and doesnt cover B-to-B - specifically states it covers business consumers and consumers
- 13. What the ASA says.. CAP Code says "the explicit consent of consumers is required" before "marketing by email or SMS text transmission, save that marketers may market their similar products to their existing customers without explicit consent so long as an opportunity to object to further such marketing is given on each occasion." Must check for explicit consent before using a list for an email campaign, even if you believe in good faith that the list comprises only those who opted to receive marketing
- 14. The downsides Negative PR In the only organ that matters..
- 16. Where are the REAL legal risks? How you gather permission E-mail opt-in MUST be a TRUE opt-in: e.g. Tick here to receive email NOT Untick here if you dont want email Rented/purchased lists we would like to sell your email address to anyone who gives us money Failure to respond to Subject Access Requests or delete me requests
- 17. The seven rules Test, test and retest test everything Segment smaller is better Subject, content & offer should re-inforce each other Your own list will be better than a rented one Always transmit rented lists via the owners domain Plan the follow-up before mailing Be VERY skeptical of email experts
- 18. Thanks for listening Tim Beadle 07768 512445, tim.beadle@mieurope.eu