Though email marketing can be applied on the global scale, some people still wonder if there are legalities behind it. There are many legal requirements that email marketing has and it is usually contained in every country. With that, the legal rules in one country may be different from the other. Some countries do not even have legal rules in online marketing. To better equip yourself with all the protection that your company would need, here are the legal email requirements in marketing.
The Definition of Email Marketing
According to the Privacy and Electronic Communications Regulations, the definition is stated as â€œthe â€˜communication for the purposes of of direct marketing by means of electronic mailâ€ The privacy regulations were established in 2003 where they act as regulators of data security in terms of sending and receiving emails.
Different Legal Rules
It is good to know that there are regulations in designing an email campaign. This is controlled or regulated by the CAN-SPAM. Most online marketers do not know what CAN-SPAM is. It is a law that governs all emails that are sent to different people. Any email that has a marketing information or any kind of solicitation must follow the rules set by the said regulating body. When the rules are violated, a fine of more than $15,000 is charged to the offender. Here are the tips to comply with the CAN-SPAM
1. Identify Who You Are
Never use another company name as it is considered as a deceitful practice. Many spammers manipulate an email account by changing the â€˜from’ address. As a result, your account can be used without your consent. If you experience this kind of case, be sure to report it to CAN-SPAM.
2. Stick to the Truth
Customers can actually report your company by lying. You should never use a subject line that promises something when you actually do not plan to do so. The misleading information in your subject line may subject you the pay the fine.
3. Provide a Physical Location
The CAN-SPAM can charge you with a case especially when you do not provide the pertinent information about the company. This includes the personal address, contact numbers and other data.
4. Provide An Opt-Out
There should be a way of unsubscribing from the email list. It is the right of the customer and your responsibility to do so.
The Privacy and Electronic Communications Regulations also provide an information to practice legal email marketing. The regulation says:
“A person shall neither transmit, nor instigate the transmission of, a communication for the purposes of direct marketing by means of electronic mail – (a) where the identity of the person on whose behalf the communication has been sent has been disguised or concealed; (b) where a valid address to which the recipient of the communication may send a request that such communications cease has not been provided; (c) where that electronic mail would contravene regulation 7 of the Electronic Commerce (EC Directive) Regulations 2002(1); or (d) where that electronic mail encourages recipients to visit websites which contravene that regulation.â€