Tag: Legal

Always Look On The Bright Side

You can normally find something positive to say when there are legislative changes for email marketing. However, you know you are struggling a bit when the best you can come up with is that it is not as bad as we feared. Earlier this month the European Parliament voted overwhelmingly in favour of the less … READ MORE »

Learning from Others’ Mistakes

Learning from your mistakes is a good policy. Learning from someone else’s mistakes is better, if only from a cost point of view. Bulk e-mail marketing is fraught enough without the added financial burden when you get it wrong. It is refreshing therefore when a company as big as Tesco, and you don’t get much … READ MORE »

Email marketing: back to basics

As I write e-mail marketing articles I subscribe to dozens of lists and it can be an effort to read through them. Last year I made notes about which I liked and why. 1. Conform to the law: Customers are becoming more sophisticated and recognise those companies which ignore the requirements of the law. I … READ MORE »

Just what we wanted

Just what we wanted Email marketing is beset with rules and regulations, some of which are precise and easy to understand. We all know when an unsubscribe button must be included and if anyone fails to conform to this requirement they have only themselves to blame. In general most legislation is written in clear English, … READ MORE »

Reasons to be reasonable

We have mentioned before that if you are running a competition with prizes in your email marketing campaign then you should take extreme care. Quite apart from falling foul of the complex betting, gaming and lotteries legislation, which is all too easy to do, there is the added problem of being fair. The word fair … READ MORE »

Complying with online selling

With the complexities of your email marketing systems, the last thing you need to think about during the Christmas rush is compliance with what you feel is the minutiae of legislation. This point of view finds little sympathy with the Office of Fair Trading (OFT). They have written to more than 50 leading retailers mentioning … READ MORE »

A saga on age

Email marketing is all about discrimination. We define people by classifications such as their profession, where they live and, at least for the time being, their age. Targeting emails is an essential of our craft. Anything that limits our ability to do so is to be regretted. So should we beware of the Equality Act … READ MORE »

Understanding data protection laws

One of the most significant restrictions on bulk email marketing is legislation. One of the most significant problems is that the words that are used are open to interpretation. The Data Protection Act (DPA) tells us that we must not keep personal data any longer than is necessary for the purposes for which it was … READ MORE »

Never too late for good news

Precise information gives email marketing an edge, one that other forms of marketing can only dream of. The Privacy and Electronic Communications Regulations’ (PECR) limitation on the use of tracking cookies, the enforcement of which started on 26 May this year, was a threat which promised to hit our return on investment. When people say … READ MORE »

Cookie Legislation

Email marketing software depends to a certain extent on cookies, devices such as clear gifs which are included in marketing emails or dropped on web users' laptops, tablets, mobiles etc to access or store information on those devices. The information returned is a major factor in ensuring that marketing emails are tailored for individual subscribers. … READ MORE »

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