Email Marketing Compliance: Best Practices for Success
Non-compliant emails are why 49% of all emails end up in spam folders yearly. That’s not only bad for business, but it also tarnishes brands, making them less trustable in future.
Email marketing compliance is all about adhering to laws and regulations that ensure your messages are clear, transparent, and responsible. This includes things like obtaining explicit consent, being transparent about data use, and providing easy unsubscribes. It’s also important to manage customer data responsibly, which is why it’s vital to regularly review and update your data protection policies.
Email Marketing Compliance: Best Practices for Success
Maintaining compliant email practices helps you reach more of your audience, build trust with subscribers, and boost engagement rates. However, it’s not just about keeping on top of the latest regulations — it’s a matter of incorporating the right tactics and best practices into your campaigns to meet compliance requirements.
To do that, you need to understand what the different email marketing regulations are and how they apply to your campaigns. While there are some similarities across countries and industries, it’s essential to keep up with changes in the rules and regulations of your target markets.
The most prominent of these email marketing regulations are the CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing Act) and the GDPR (General Data Protection Regulation). They’re designed to promote transparency, responsibility, and good communication in your messaging, but they can feel complex and daunting to navigate.
CAN-SPAM was enacted in 2003 to protect recipients’ privacy and prevent unwanted emails from filling their inboxes. It sets guidelines for commercial email, gives recipients the right to unsubscribe, and lays out penalties for violators. It doesn’t apply just to bulk email, but it does cover all commercial messages — even those sent between businesses.
CASL is one of the strictest email marketing regulations globally and requires that you provide an easy way for users to opt out of future emails. It applies to all electronic messages with a commercial purpose or that encourage participation in a commercial activity, including those sent from or to Canada. Violating CASL can result in fines of up to $1 million per individual and $10 million for businesses.
In addition to providing clear unsubscribe instructions, you must have a valid email address and a working way to respond to complaints. You must also clearly identify the person or business who initiated your message and include the email sender’s physical address and phone number. You must also make sure your email addresses are accurate and include the full domain name, not just a mailbox or POP/IMAP server.
Finally, you must have a strong call-to-action (CTA) that’s visible enough to be
clicked. Make it stand out from the rest of the content in your email with a large button or text link. It’s also essential to optimize your emails for visually impaired readers by adding descriptive alt-text to images and ensuring that your text is big enough to read.
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Welcome! I'm delighted to connect with you. My name is Halimat Abiola, and I'm not just a digital marketer; I'm a wife, a mother, and a passionate advocate for connecting businesses with their ideal audience in the ever-expanding online world.
For the past six years, I've immersed myself in the dynamic realm of digital marketing. What began as a professional endeavor has evolved into a genuine passion, fueled by the thrill of crafting compelling narratives and forging meaningful connections in the digital space..
Halimat Abiola
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