There are many laws that are put in place to protect both the consumer and the company. Here are some of the many email marketing laws that you should know, whether you work in marketing, are a business owner or receive marketing emails.
Tell Readers Where the Email is Coming From
The law focuses on honesty from the person who is sending the email. It needs to be clear where the email is coming from. The labels on the email such as “from”, “to” and “reply to” must all tell the recipient where the email is coming from.
Write an Honest Subject Line
As well as knowing where the email is coming from, the business must also be honest with what the email is about. The subject line of the email must reflect what’s in the email, so you can’t claim to be giving away a free gift card when you are really informing them about a new product and do not also provide a gift card.
Recognise You’re Sending an Ad
You need to be aware and acknowledge that the email you are sending is an ad. It is mandatory to get permission from all subscribers before sending them any emails you may have permission from some people and not others. If you do not have permission, then it is against the law to send those people email marketing campaigns.
Give an Address
An address of the person or business who is sending the email must be provided at the end of every email. This gives the business a lot more credibility and also gives consumers another option to opt out of emails if they want to.
Every Email Should Have an Easy “Opt-Out” Option
It must be easy for people to opt out of their email subscription. There must be an option at the bottom of every message that is sent to allow them to opt out if they choose to do so. The process should also be easy and a fairly short process.
Honour Opt-Outs Quickly
When a person does decide to unsubscribe to your emails, you must honour this quickly. You can’t keep sending them emails for weeks and weeks after, it needs to be done within 10 days. You also can’t charge any fees, ask for personal information or sell the persons contact information to another company if they choose to opt out of your email marketing scheme.
Monitor What Others Do for You
If you don’t do your email marketing yourself and hire another company to do it for you, you should still monitor what they do and ensure that only the people who have given permission are sent emails. Even if it’s another company that handles it you are still responsible if the marketing company breaks these rules.