Emails are the most effective way to stay in touch with your customers. Many marketers have found emails quite functional despite the trend and use of social media. It is easy to think emails don’t count anymore.
The problem arises when it comes to legal issues when sending marketing emails. It is so in the area of privacy and anti-spam laws. To help you stay on the right hand of the law, we are going to look at the two laws and how to handle them,
Before sending an email, you will have to start by collecting customer data first. It does not matter which means you use to achieve this- online, in-store or any other means. What matters is that you have to comply with the privacy laws when collecting the data.
Most countries have their privacy laws in place. They guide you on how to collect customer data, store it and protect. These are the laws that cover the collection of information to send a marketing email.
In the UK and Europe, the laws are set out in the Data Protection Directive and the UK Data Protection Act 1998.
In summary, the Data Protection Directive states that data should be collected with transparency, a purpose that is legitimate and proportionality. This means you should not collect data without the consent of the customer. You should also collect only the data that is relevant and adequate for the purpose. And you have to keep the data protected.
The laws in the US are a bit different as there are no overarching laws in the whole country. The California Privacy Law is similar to the UK and Europe laws.
- The information you collect
- Why you collect it
- The use
- Security of the info
- How consumers can amend or collect the info, you offer them.
- The dispute resolution procedures.
You will also have to display the policy well so that customers can access it with ease. You must have seen such a document in many sites.
The anti-spam law in the US is referred to as CAN-SPAM. It states;
- Don’t use header info that is false and misleading.
- Avoid deceptive subject lines.
- The message should be identified as ads.
- Reveal your location
- Give recipients opt-outs and honor them.
- Monitor what others are doing for you.
The anti-spam laws can be honored with ease. Just make simple changes on your marketing email template. Ensure you have unsubscribed links and create truthful content.
You can stay on good terms with the law easily. The privacy and anti-spam laws are no so hard to observe. Since you understand them already, things should go much easier.