Thinking about E-Marketing but not sure what the rules and regulations are? Changes in the law means your latest online marketing campaign could now be illegal. So, how can you keep within the law?

End Those Unsolicited Emails

Unsolicited means ‘uninvited’ according to the Information Commissioner. Therefore you need to be sure that your recipient has clearly indicated they have no objections to receiving emails from you. If you don’t have this any emails which includes text, voice, sound or image messages sent over public electronic communication networks, including SMS is included. So treat texts the same way you would emails.

You are allowed to send emails marketing your goods or services to anyone whose details were obtained during the course of a sale negotiation or sale of similar goods/services.

From Marketing To Business

It isn’t always easy to distinguish between marketing materials and press releases. Direct marketing includes sending messages by direct means that aims to inform or solicit a response from the recipient. According to the Direct Marketing, this includes fundraising. Unless you have the recipients consent you are not allowed to send uninvited emails in order to pursue direct marketing to individual subscribers unless you have the recipient’s consent. But this doesn’t mean you can’t send marketing emails to corporate subscribers.

Is Consent An Issue?

The term ‘consent’ is not defined in the regulations, but it does have to be given freely, specifically and be informed consent. Consent doesn’t need to be written, but can be implied from an action. For example, the act of giving you their details after informing customers that those details will be used to send them marketing emails implies consent.

Even if you have expressly received consent to receive emails from your customers, you always need to ensure they have an opt-out method what is free and easy every time you contact them.

Reliable Information

If your old marketing database details recently and in compliance with the law, you can keep it according to the regulations. But this means you must have told each customer who you are and what the purpose is for the collection of their data at the time of collection.

Inside The UK Or Outside?

Even as close as Europe, member states have implemented European Directive differently so the rules in different countries may not be exactly the same. For example in the US, many States have laws against spam, the penalties for ignoring these can be much higher than in the UK.

Cookie Alert

Cookies are good as long as you know what they are and why they are being used and an opportunity to refuse them. This information needs only to be given over the first time you use a cookie.

What Do You Think?

Is it easy to keep within the regulations? Where is it people easily slip up? Are the regulations a help or a hindrance, and does everyone use them properly? Leave your comments here.

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