Ten essential ingredients for your emails
Why you should have one?
It’s the new email marketing law.
When collecting personal data for marketing purposes, you must clearly display the intention on your website. Be honest. Explain why you are collecting the data and how you are going to use it.
Ten essential ingredients
- Explain what personal data is to be collected, how it is to be collected, by whom and how they can opt-in and opt-out
- State your physical address and explain the structure of your group (if relevant)
- Ensure your policy complies with the Data Protection Act 1998 and highlight this in your statement
- State how your customers can get access to their personal data
- Explain the security procedures you use when handling the information you collect
- State if you are going to use customer purchase history for marketing purposes
- If you have any external links on your site explain that they will not be governed by your privacy statement
- If you are going to pass on data to third parties, state it
- Ensure you provide a contact section in case of questions
Some extra tips
- Although it’s a legal document, write it in layman’s speak
- Make it easy to find on your website
- Add a link to your policy in all your email marketing campaigns
- Once you lay your privacy pledges down you must stick to them
A word on permissions…
If you are collecting personal data on your website with an e-newsletter sign up form, meeting new prospects at events, running a business card draw or connecting with people on social media, you should ask them if they want to receive your mailings before you start communicating with them in the first-place.
It’s best-practice and will get you better results in the long-run.