Before hitting the send button, make sure you are legally compliant and that you protect your brand. Here are 5 things you need to know.
1. Unsubscribe Process
The recipient must be given a simple means of refusing (free of charge except for the cost of transmission) the use of their contact details for marketing purposes at the time of each communication.
Therefore, one or more of the following methods for unsubscribing must be provided on every email:
- A URL link to click through to an unsubscribe page
- Replying to the message with unsubscribe in the subject line
- Invoking a new email to send that includes a customer ID
2. From Header and Subject Line – Transparency
You must ensure your identity is clearly stated to the individual in the ‘From Header’.
The Subject Line should accurately reflect the subject, purpose and content of the message. Marketers should avoid deceptive prefixes in the Subject line, such as ‘Re’ or ‘Fw’.
3. Use a ‘Custom From’ Address
Using a ‘custom from’ address protects your company domain name and your transactional emails. Any company using email marketing as part of their marketing mix expose themselves to spam complaints meaning they can be blacklisted and their transactional emails taken down. An example of a ‘custom from’ address is John Lewis who sends promotional emails from John Lewis John_Lewis@em.johnlewis.com.
4. Email Footer
Following The Companies (Registrar, Languages and Trading Disclosures) Regulations 2006, every email marketing message must include the company registration number, country of registration, full postal and telephone contact details.
In every email you must include: