The POPI Act came into effect on 1 July 2021. We can't give you legal advice, but we can point you toward five concrete things you can do right now to get your email marketing practice into better shape.
Collect data correctly. When gathering customer information, ask for permission upfront and only collect what you actually need. A sign-up form is the cleanest way to capture consent and store contact details securely. Here's an example of one you could use:
Re-permission old contacts. If you can't prove a customer gave you permission to contact them, send a permission campaign now and ask for it. Many companies did exactly this when GDPR came into effect in Europe, and it's just as valid an approach here. A smaller, willing list is worth far more than a large, uncertain one.
Update your email campaigns. Every bulk email you send must include your company details and a clear unsubscribe option. If you're using TouchBasePro, the template builder makes it straightforward to add both. Check your existing templates and fix any that are missing either element.
Honour your unsubscribes. When someone unsubscribes or asks to be removed, act on it immediately. Most bulk email platforms, including TouchBasePro, handle this automatically by placing opted-out contacts on a suppression list so they won't receive future sends.
Book a free guidance session. If you want more specific guidance on POPIA and your email programme, book a free consult with us. No catch. We're as fed up with non-compliant bulk mail as you are, and we're happy to help you sort it out.
The spray-and-pray era is over. Building a database of people who genuinely want to hear from you produces better campaign results and a stronger ROI. If you have questions about email marketing and POPIA, get in touch, we'd love to help.
Frequently asked questions
- When did the POPI Act come into effect in South Africa?
- The POPI Act (Protection of Personal Information Act) came into effect on 1 July 2021.
- What must every bulk marketing email include to be POPIA compliant?
- Every bulk email must include your company's contact details and a clear, working unsubscribe option.
- What should I do if I can't prove a contact gave consent?
- Send a re-permission campaign asking them to opt in. If they don't respond, remove them from your active list. It's better to have a smaller, consented database than a large one you can't verify.
- How quickly do I need to process an unsubscribe request?
- You should honour unsubscribe requests immediately. Bulk email platforms like TouchBasePro handle this automatically by adding opted-out contacts to a suppression list.