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Creating Compliant Email Campaigns

There's a reason legal and marketing are such good "friends". However, in all seriousness, data privacy isn't to be taken lightly. Learn 4 easy steps to creating compliant email campaigns in this quick run-through.

Statue of lady liberty

What's the deal with data regulations in email anyway?

Yes, we know. Data Privacy and regulations aren't the most interesting of topics. Especially as a marketer.


Remember, if you're in Europe, you need to adhere to GDPR regulations. If you're in the US, you have CAN-SPAM standards to meet. And, if you're in South Africa, there's POPIA (and then all the other regional privacy laws).


We often think that these laws only tell us how to protect personal information and the processes around consent to be marketed to. What you may not realise is that they also mandate certain requirements within your email campaigns!


The topic, however, doesn't have to be complicated. And getting it right in your email campaigns can be relatively easy.



Why follow these rules and what's in it for you?


You may not think it's important, because you're getting folks to opt into your emails and you give them a way to unsubscribe. But this isn't enough.


If you don't follow these rules, well...


• You'll show your subscribers that you respect their inbox

• You'll avoid owing favours to legal (yes, they take favours in the form of chocolate)

• You'll avoid penalties and fines for your company

• You'll keep yourself out of jail (because face it, you're way too pretty for prison)😏


Look after your email compliance and save yourself the hassle. Let's look at 4 easy steps to follow to ensure that you are creating compliant email campaigns, every time


Step 1: Include a sender name or logo in your email campaigns


Have you included your logo or company name in the body of the email?


Additionally, have you added your sender name to identify yourself?


It is crucial to inform your subscribers about the sender who is sending the emails they are reading. The footer of your email, along with the sender's name, is the best way to achieve this.


Here's a practical example to use as a guide:



Example of sender name and logo in email campaign

Step 2: Keep content relevant


Is your communication related to your products or services?


Remember, people have signed up to hear from you and the offering you provide. If you have shared content in your emails, ensure that your brand is prominently featured.


Clients need to have opted-in for third-party emails or partner content if such content is completely unrelated to you or your business.


Here's a second practical example to use as a guide:


Example of relevant email content


Step 3: Always include an opt-out mechanism


Sending emails without providing an option to unsubscribe or an explanation of how to do so violates most data regulations.


Not doing so is also extremely bad email practice and can land you in the junk folder.


It is recommended to make this process as easy as possible for your subscribers.


Here's a third practical example to use as a guide:


Example of the right unsubscribe button to use in an email


Step 3: Always include an official address


Have you included a business or postal address in your email for readers to send official communication to?


Several data regulations require this address to be included in promotional emails.


Although emails typically have an "unsubscribe" function, it is still recommended to include the address in your email footer.


Here's a final practical example to use as a guide:


Example of an official address in an email campaign

Compliance in your email campaigns doesn't have to be difficult!


Stick to the basics and create reusable templates that already contain these details.


This will save you time and effort in the future.


Data and privacy regulations are here to stay, but if you take care of the details, you are sure to be well-protected. Are you ready to keep your email campaigns compliant with these regulations?



Before you go! Compliance means very little if you don't have an audience to speak to. Learn the fastest ways to grow your email list today by clicking here or on the image below 👇


Email Expert Africa's Database Growth Playbook for Email Marketing

Want more tips like these? Get our expert email guide today! Click here to find out more

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