Email marketing is incredibly powerful offering exceptional flexibility but there are several legal guidelines you should know about. That’s right, we are referring to GDPR and the CAN-SPAM Act. While the focus may be on all the rules, they can actually help you manage your mailing list more effectively.
There is so much you can do to tailor your email marketing strategy but before we get to that, it’s important to learn the relevant laws to make sure you comply. Getting subscribers to explicitly opt-in (give permission) to send emails is only the tip of the iceberg. From a business’ perspective and that of your customers, it’s the right thing to do.
After a two-year-long transition period, the General Data Protection Regulation (GDPR) was finally implemented two weeks ago. GDPR now enforces and permanently changes the way you, as a business, collect, store and use customer data.
Most online advertising companies collect huge amounts of user data and while some followed best practice, many didn’t. They’ve been known to exchange and sell user data to third parties, which may seem unethical but a ‘necessary evil’ as this data helps target ads to the right users at the right time and place. While this does maximise return on investment (ROI) for publishers and advertisers, it comes at the cost of user privacy.
Some of us had a good idea of what GDPR could mean for subscription rates but we did not expect this. Continue reading →
Most digital marketers know by now that General Data Protection Regulations (GDPR) will take effect in May 2018. It will directly impact and disrupt email marketing while email 3rd party data is likely to fall away completely. As this new European regulation impacts data profiling, you need to comply with the new requirements before you’re allowed to send personalised and targeted emails.
In addition, changes in email filtering at ISP levels are set to rewrite deliverability rules as we know it. Continue reading →