Email marketing is not exempt from the long arm of the law, so it’s important to keep up-to-date with the latest legislation and best practice guideline for sending email campaigns.
Follow these guidelines to ensure you are both compliant and making the most of footers and signatures.
1. Always sign on the dotted line
It’s crucial to be able to identify yourself to properly to your recipients. This will ensure your emails stay relevant to your target audience, and help boost your trust rating within your online community.
For more information on this law you can read The Companies (Registrar, Languages and Trading Disclosures) Regulations 2006 by clicking here.
2. Unsubscribe link
It is mandatory that you include a unsubscribe link on your emails. Your email must include a clearly displayed opt-out link so recipients can choose opt-out of receiving future messages.
Any reputable email marketing software, like Evently, will help you track and manage unsubscribes to ensure you don’t accidentally include unsubscribers again in the future.
3. The Data Protection Act
The Data Protection Act regulates how companies manage and build their customer database. To comply with current legislation, make sure your email campaigns;
Use double opted in data or well-managed single opted in data as this achieves the best results.
Messages to first time recipients are only marketing similar products or services that they’re interested in.
If you are purchasing your data then use a legitimate list broker and ask how the data was gathered and maintained.
4. Keep it clever
Being compliant doesn’t mean that you have to be boring. You can help structure your signature or footer so that it actually helps you improve campaign response whilst following best practice. Here is a good example of a compliant, yet useful signature:
Forward this email to a friend | Follow us on Twitter | Join us on Facebook
You have received this email because you have subscribed to the SomeCompany mailing list.
© SomeCompany 2010
Registered in England No. 000000
1234 Some Street, London, Postcode
By adding in links to other mediums you are helping to make your campaign viral, engage more thoroughly with customers, and improve campaign click-through rates. What’s more, you can adapt a similar technique on all regular outgoing emails messages to help drive traffic to these various touch points.