Email marketing is one of the most effective marketing channels that a business can make use of, but it is also highly regulated both locally and internationally. So, you decide to create a campaign and hit send; you need to be aware of the regulations around email.
There are several laws around email marketing in different countries from the CANSPAM Act, GDPR, the Electronic Communications and Transaction Act, the Consumer Protection Act to the Protection of Personal Information Act. While not all of these laws apply to South Africa necessarily, we at TouchBasePro take them very seriously and ensure we follow them. Which means you will need to as well. We recently did a detailed POPI related post containing what you need to know to comply with the regulations. Take a read over here.
For starters, let’s take a look at a few basic email no-nos that you should avoid to ensure you comply with email regulations.
You can send to any recipient that has clearly given you their permission to be emailed about your products/services. They could give you permission by:
It is a technical issue; we need to protect the reputation of our IP addresses in order to ensure good deliverability. Bulk unsolicited emails result in spam complaints from recipients. To oversimplify the issue for the sake of clarity, spam complaints tend to hang around and contribute to our server’s ranking on various spam filters and mail server rules all over the world. We need those mail servers and spam filters to accept the mass emails that we send on behalf of our clients. So we have to follow the rules and not send junk mail. In the long run, this is good for you (if you are our client) as you can be sure of maximum deliverability of your email messages.
By using TouchBasePro, we provide you with tools that you can use to grow an opt-in database and send campaigns that comply with these regulations. If you are ever unsure of these regulations, please feel free to get in touch with us. We’re here to offer guidance and advice.
These rules and regulations may seem over the top and quite nerdy, but believe us they are super necessary. Imagine your inbox being flooded with inappropriate content or content that you did not sign up for. Annoying hey? That is what we are trying to avoid.