The legalities of email subscriptions are strict and very regulated. But it is surprising how many business fail to realise the requirements of this mass marketing technique.
There are some more obvious rules about not buying email address or selling them for that matter, it would be assumed most businesses are aware of this and know that that would be illegal. However some businesses aren’t aware of the more intricate details.
Last night at my work a newsletter was sent out to our entire cliental. Today I discovered that a person in my office found it strange that the number of email addresses receiving the newsletter, was less than the number of email addresses in the system. And that they were planning on re adding all the missing email addresses to the subscription list. I very, very quickly told them to hold off. I explained that if someone has unsubscribed to our emails, it is very important that they are not re-added. Surely enough, by looking through the reports, several of the email addresses had clicked unsubscribe at one point.
While some companies are a little..tricky.. with where their unsubscribe buttons sit on their emails, it is also a legal requirement that they must be there. Whilst this isn’t the most hidden button I’ve seen, it is still pretty small and inattentional. Can you see it easily on a glance?
With mass email marketing still a very popular choice for most businesses, it is imperative to their success that they are aware of the legalities that come with it. Not only is this crucial for, well, the legal side of it. It also means that they’re less likely to piss off the people they’re trying to convince to buy from them.
What other elements of email marketing do you think businesses need to be aware of?