POPIA, the word on everyone’s lips at the moment. POPIA will come into effect on the 1st of July 2021 and while we are all focused on what needs to be done to be compliant (you can read more about that here), we want to look at why these email regulations are important and how they can actually benefit you.
How many times have you received an email from someone you’ve never heard of and known you did not subscribe to? I think we can all agree it’s happened to us at least a couple of times. There are a couple of problems with unsolicited emails. Firstly, almost no one wants them, why would you want to receive something you didn’t ask for? Secondly, it damages customers’ trust in email; customers can be wary to provide their email address in the worry of their details being shared with a third party.
So, why is it important to have email regulations in place?
- It protects our customers – your customers are your bread and butter and you don’t want them to fall victim to any spammy emails. The more regulations there are around email, the safer your customers are going to be.
- It benefits YOU – when done correctly email marketing can be one of the most effective forms of marketing. By following email regulations, you’ll find that your email marketing will yield better results.
- Less junk – the more companies follow email regulations, the better their sending reputations will be. This means emails are more likely to arrive in the inbox than going to the dreaded junk folder.
Here are some basic best practices to follow to ensure you follow the rules:
- Get consent – always make sure your subscribers have opted in to receive communication from you. The easiest way to do this is to give your customers a place to sign up to receive emails from you.
- Respect your customers – always honour your customers’ wishes, if a customer wants to be removed from your database then make sure you remove them. If a customer has only asked to receive certain information, don’t send them other information that is not relevant.
- Always include an unsubscribe link and your contact details – all your emails to your customers should include a link where subscribers can unsubscribe as well as your contact information that a customer can use should then want to get in touch. The footer of your email is the perfect place to include these details
- Send emails that your customers love – by sending content that your subscribers want to receive you’ll keep your engagement high and your unsubscribes low. Take your time and really think about what emails your subscribers would like to receive.
Not all rules are meant to be broken so when it comes to email marketing rather follow the rules and you’ll reap the benefits. If you need any assistance with your email marketing or email regulation, get in touch, we’d be happy to help 🙂