E-mail Marketing and the Law<br />© Blue Zebra Associates Ltd 2008 - 2009<br />
Agenda<br />  The ‘new’ legal framework<br />  Practice not theory<br />  Pulling it all together.<br />© Blue Zebra Assoc...
The Legal Framework<br />© Blue Zebra Associates Ltd 2008 - 2009<br />
The Need for Tightening Regulations<br />Email Identified as Spam<br />Source:  MessageLabs - September 2009 <br />© Blue ...
The Need for Tightening Regulations<br />It’s Nothing Personal…<br />Source: Kapersky Lab (March 2009)<br />
The Need for Tightening Regulations<br />Virus in Email<br />Source: MessageLabs (October 2006)<br />Source:  MessageLabs ...
The Need for Tightening Regulations<br />Phishing<br />Source:  MessageLabs - March 2009<br />© Blue Zebra Associates Ltd ...
The Legal Framework<br />The Privacy & Electronic Communications<br /><ul><li> Directive 2002/58/EC
 Adopted 12th July 2002
 Supplements Directive 95/46/EC 	- Data Protection Act
 Law from 11th December 2003. </li></ul>Companies Act 1985<br /><ul><li> Sections 349 & 351                 Updated 1st Ja...
Privacy & Electronic Communications Regulations<br /> Consultation period<br /> Final form delayed until 18th Sept<br /> E...
The Legal Framework<br />
The Legal Framework<br />ELECTRONIC COMMUNICATIONS<br />The Privacy and Electronic Communications <br />(EC Directive) Reg...
What the Regulations Say<br /> Direct Marketing Definition <br /> Solicited / Unsolicited - Difference<br /> What is conse...
Direct Marketing Definition<br />“the communication (by whatever means) of any advertising or marketing material which is ...
Solicited v Unsolicited<br /> Solicited Message is one that you have invited<br /> Unsolicited Message is one that you con...
Consent Means Ticking a Box?<br />“any freely given specific and INFORMED indication of his wishes by which the data subje...
For the Time Being<br /> Consent is given “for the time being”<br /> Implies transient nature<br /> Can object “for the ti...
Valid Address for Unsubscribe<br /> Email address or an icon<br /> Phone number is not an option      (not even free-phone...
Similar Products and Services<br /> Reasonable expectation<br /> Opt-outs<br /> Information Commissioner focussing on fail...
Clear Identity of Sender<br /> Must be in header<br /> Must not disguise who you are<br /> Includes SMS messages to small ...
Business to Business<br /> Individual Subscribers<br /> Corporate Subscribers<br /> Opt-out not extended to Corporate Subs...
Legacy Databases (11th Dec 2003)<br /> Compiled in accordance with old laws<br /> Used recentlyCAN CARRY ON,  BUT….<br /> ...
Enforcement<br /> Information Commissioner 	- Same as the Data Protection Act<br /> Penalties<br /> Damages<br /> Enforcem...
Legal Summary – Rules<br />1st New RuleThis rule applies to all marketing messages sent by electronic mail, regardless of ...
 The sender must provide a valid address for Opt-out</li></ul>2nd New RuleThis rule only applies to unsolicited marketing ...
 The sender only sends messages relating to similar products and services AND
 When address collected the recipient was given the opportunity to Opt-out.  </li></ul>© Blue Zebra Associates Ltd 2008<br />
Legal Summary – New Rules<br />Companies Act 1985Email’s are treated as per letter headed paper<br /><ul><li>Company Name ...
 Company Registration number must be displayed
Registered Office Address must be displayed
 If VAT registered the number must be displayed.</li></ul>© Blue Zebra Associates Ltd 2008<br />
Further reading<br />www.informationcommissioner.gov.uk<br />www.dti.gov.uk<br />© Blue Zebra Associates Ltd 2006<br />
Legal Framework Recap<br /> Regulations in place now<br /> Opt-ins<br /> Soft Opt-ins<br /> For the time being<br /> Legac...
Practice not Theory<br />© Blue Zebra Associates Ltd 2008 - 2008<br />
Business to Consumer<br /> Always applies<br /> Opt-in almost exclusively<br /> Existing Customers	- Similar products and ...
Business to Business<br /> Can be done without permission<br /> Other regulations apply<br /> What is a business?<br /> Wh...
Unsubscribe<br /> Legal examples:	- To no longer receive this newsletter, 	please send us a blank e-mail	- If you do not w...
You are in breach of regulations if…<br /> Identity of Sender is disguised or concealed<br /> No valid address for opt-out...
Opt in examples<br /> Best practice:	- By submitting this registration form, 	you will be indicating your consent to 	rece...
Subscribers<br /> Individual Subscribers	- Individuals	- Sole Traders	- Partnerships<br /> Corporate Subscribers	- Limited...
What is a personal e-mail address?<br /> Assumptions:	- AOL	- Hotmail	- BT / BTopenworld	- Yahoo etc<br /> www.blue-zebra....
Partnerships<br /> Law firms<br /> Accountants<br /> Surveyors<br /> Architects etc…<br />Can send to 	- Scottish Partners...
Importance of Data Quality<br /> Recording of key data<br /> Need for accurate data<br /> How do you keep data accurate<br...
Email Policies<br /> Written into company handbook<br /> Penalties for breach<br /> Part of disciplinary procedures<br /> ...
Processes<br /> For complaint handling<br /> For opt-in recording<br /> For opt-out recording<br /> For guaranteeing opt-o...
What about Personal Contact Stores?<br /> Outlook<br /> Lotus Notes<br /> PDA<br /> Mobile phone etc… <br />© Blue Zebra A...
Education<br /> Program for all staff<br /> Particular need for Marketing and Sales Staff<br /> Programme for new recruits...
Opt-in<br /> What is it<br /> What do I need to record?<br /> I have her business card.<br />© Blue Zebra Associates Ltd 2...
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E Mail Marketing And The Law 2009

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Email Marketing and the Law from a Merketing Presepctive

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E Mail Marketing And The Law 2009

  1. 1. E-mail Marketing and the Law<br />© Blue Zebra Associates Ltd 2008 - 2009<br />
  2. 2. Agenda<br /> The ‘new’ legal framework<br /> Practice not theory<br /> Pulling it all together.<br />© Blue Zebra Associates Ltd 2008<br />
  3. 3. The Legal Framework<br />© Blue Zebra Associates Ltd 2008 - 2009<br />
  4. 4. The Need for Tightening Regulations<br />Email Identified as Spam<br />Source: MessageLabs - September 2009 <br />© Blue Zebra Associates Ltd 2008<br />
  5. 5. The Need for Tightening Regulations<br />It’s Nothing Personal…<br />Source: Kapersky Lab (March 2009)<br />
  6. 6. The Need for Tightening Regulations<br />Virus in Email<br />Source: MessageLabs (October 2006)<br />Source: MessageLabs - September 2009<br />© Blue Zebra Associates Ltd 2008<br />
  7. 7. The Need for Tightening Regulations<br />Phishing<br />Source: MessageLabs - March 2009<br />© Blue Zebra Associates Ltd 2008<br />
  8. 8. The Legal Framework<br />The Privacy & Electronic Communications<br /><ul><li> Directive 2002/58/EC
  9. 9. Adopted 12th July 2002
  10. 10. Supplements Directive 95/46/EC - Data Protection Act
  11. 11. Law from 11th December 2003. </li></ul>Companies Act 1985<br /><ul><li> Sections 349 & 351 Updated 1st January 2007</li></ul>© Blue Zebra Associates Ltd 2008<br />
  12. 12. Privacy & Electronic Communications Regulations<br /> Consultation period<br /> Final form delayed until 18th Sept<br /> Effective date 11th December 2003<br /> Guidelines published late November 2003.<br />© Blue Zebra Associates Ltd 2008<br />
  13. 13. The Legal Framework<br />
  14. 14. The Legal Framework<br />ELECTRONIC COMMUNICATIONS<br />The Privacy and Electronic Communications <br />(EC Directive) Regulations 2003<br />11th December 2003<br />© Blue Zebra Associates Ltd 2008<br />
  15. 15. What the Regulations Say<br /> Direct Marketing Definition <br /> Solicited / Unsolicited - Difference<br /> What is consent<br /> For the time being<br /> Valid Address for Unsubscribe<br /> Similar Products and Services<br /> Clear Identity of Sender<br /> Business to Business<br /> Legacy databases<br />© Blue Zebra Associates Ltd 2008<br />
  16. 16. Direct Marketing Definition<br />“the communication (by whatever means) of any advertising or marketing material which is directed to particular individuals”<br /> Wide range of activities - Promotion of organisation aims / ideals - Charity appeal for funds - Political parties call to action<br />© Blue Zebra Associates Ltd 2008<br />
  17. 17. Solicited v Unsolicited<br /> Solicited Message is one that you have invited<br /> Unsolicited Message is one that you consent to receive<br /> NOT failed to object to receive <br />© Blue Zebra Associates Ltd 2008<br />
  18. 18. Consent Means Ticking a Box?<br />“any freely given specific and INFORMED indication of his wishes by which the data subject signifies his agreement”<br /> Click on an icon<br /> Send an email<br /> Subscribe<br /> Unambiguous <br />© Blue Zebra Associates Ltd 2008<br />
  19. 19. For the Time Being<br /> Consent is given “for the time being”<br /> Implies transient nature<br /> Can object “for the time being”<br /> Does not time out<br />© Blue Zebra Associates Ltd 2008<br />
  20. 20. Valid Address for Unsubscribe<br /> Email address or an icon<br /> Phone number is not an option (not even free-phone)<br />© Blue Zebra Associates Ltd 2008<br />
  21. 21. Similar Products and Services<br /> Reasonable expectation<br /> Opt-outs<br /> Information Commissioner focussing on failures to comply with opt-out requests.<br />© Blue Zebra Associates Ltd 2008<br />
  22. 22. Clear Identity of Sender<br /> Must be in header<br /> Must not disguise who you are<br /> Includes SMS messages to small screens <br />© Blue Zebra Associates Ltd 2008<br />
  23. 23. Business to Business<br /> Individual Subscribers<br /> Corporate Subscribers<br /> Opt-out not extended to Corporate Subscribers<br /> Data Protection Act means if you know their name you should obey opt-out requests<br />© Blue Zebra Associates Ltd 2008<br />
  24. 24. Legacy Databases (11th Dec 2003)<br /> Compiled in accordance with old laws<br /> Used recentlyCAN CARRY ON, BUT….<br /> Opt-out with every message<br /> Unless compiled on Opt-in basis then only need address with every message. <br />© Blue Zebra Associates Ltd 2008<br />
  25. 25. Enforcement<br /> Information Commissioner - Same as the Data Protection Act<br /> Penalties<br /> Damages<br /> Enforcement Notice<br /> Due Diligence Defence <br />© Blue Zebra Associates Ltd 2008<br />
  26. 26. Legal Summary – Rules<br />1st New RuleThis rule applies to all marketing messages sent by electronic mail, regardless of who the recipient is.<br /><ul><li> The sender must not conceal their identity AND
  27. 27. The sender must provide a valid address for Opt-out</li></ul>2nd New RuleThis rule only applies to unsolicited marketing messages sent by electronic mail to individual subscribers. The strict Opt-in rule can be relaxed if 3 criteria are satisfied.<br /><ul><li> The recipients address was collected in the course of a sale or negotiation for sale
  28. 28. The sender only sends messages relating to similar products and services AND
  29. 29. When address collected the recipient was given the opportunity to Opt-out. </li></ul>© Blue Zebra Associates Ltd 2008<br />
  30. 30. Legal Summary – New Rules<br />Companies Act 1985Email’s are treated as per letter headed paper<br /><ul><li>Company Name must be displayed on Emails
  31. 31. Company Registration number must be displayed
  32. 32. Registered Office Address must be displayed
  33. 33. If VAT registered the number must be displayed.</li></ul>© Blue Zebra Associates Ltd 2008<br />
  34. 34. Further reading<br />www.informationcommissioner.gov.uk<br />www.dti.gov.uk<br />© Blue Zebra Associates Ltd 2006<br />
  35. 35. Legal Framework Recap<br /> Regulations in place now<br /> Opt-ins<br /> Soft Opt-ins<br /> For the time being<br /> Legacy Database<br /> Due Diligence<br />© Blue Zebra Associates Ltd 2008<br />
  36. 36. Practice not Theory<br />© Blue Zebra Associates Ltd 2008 - 2008<br />
  37. 37. Business to Consumer<br /> Always applies<br /> Opt-in almost exclusively<br /> Existing Customers - Similar products and services<br />
  38. 38. Business to Business<br /> Can be done without permission<br /> Other regulations apply<br /> What is a business?<br /> What does best practice look like?<br />© Blue Zebra Associates Ltd 2008<br />
  39. 39. Unsubscribe<br /> Legal examples: - To no longer receive this newsletter, please send us a blank e-mail - If you do not wish to receive further e- mails from Blue Zebra, please feel free to unsubscribe.<br /> Non compliant: - To be removed from the mailing list please call 0800 233700<br />© Blue Zebra Associates Ltd 2008<br />
  40. 40. You are in breach of regulations if…<br /> Identity of Sender is disguised or concealed<br /> No valid address for opt-out request<br /> Recipient has opted out<br /> Applies to B2B and B2C <br />© Blue Zebra Associates Ltd 2008<br />
  41. 41. Opt in examples<br /> Best practice: - By submitting this registration form, you will be indicating your consent to receiving e-mail marketing messages from us unless you have indicated an objection to receiving such messages by ticking the above box<br /> Not acceptable: - if you do not wish to receive emails from ourselves or our partners please tick the box []<br />© Blue Zebra Associates Ltd 2008<br />
  42. 42. Subscribers<br /> Individual Subscribers - Individuals - Sole Traders - Partnerships<br /> Corporate Subscribers - Limited companies - PLC’s - Government Dept’s - Local Authorities - LLP’s - Clubs - Charities<br />© Blue Zebra Associates Ltd 2008<br />
  43. 43. What is a personal e-mail address?<br /> Assumptions: - AOL - Hotmail - BT / BTopenworld - Yahoo etc<br /> www.blue-zebra.com<br />© Blue Zebra Associates Ltd 2008<br />
  44. 44. Partnerships<br /> Law firms<br /> Accountants<br /> Surveyors<br /> Architects etc…<br />Can send to - Scottish Partnerships - LLP’s<br />© Blue Zebra Associates Ltd 2008<br />
  45. 45. Importance of Data Quality<br /> Recording of key data<br /> Need for accurate data<br /> How do you keep data accurate<br /> Where do you record opt-in? <br /> Opt-out (suppressed not removed) <br />© Blue Zebra Associates Ltd 2008<br />
  46. 46. Email Policies<br /> Written into company handbook<br /> Penalties for breach<br /> Part of disciplinary procedures<br /> Cover all outbound bulk electronic communications<br /> Clearly indicate what is/is not allowed in e-mail and text messaging.<br />© Blue Zebra Associates Ltd 2008<br />
  47. 47. Processes<br /> For complaint handling<br /> For opt-in recording<br /> For opt-out recording<br /> For guaranteeing opt-outs do not get mail <br />© Blue Zebra Associates Ltd 2008<br />
  48. 48. What about Personal Contact Stores?<br /> Outlook<br /> Lotus Notes<br /> PDA<br /> Mobile phone etc… <br />© Blue Zebra Associates Ltd 2008<br />
  49. 49. Education<br /> Program for all staff<br /> Particular need for Marketing and Sales Staff<br /> Programme for new recruits.<br />© Blue Zebra Associates Ltd 2008<br />
  50. 50. Opt-in<br /> What is it<br /> What do I need to record?<br /> I have her business card.<br />© Blue Zebra Associates Ltd 2008<br />
  51. 51. Sending Emails Overseas<br /> Need to apply UK rules<br /> Be aware that other EU countries may have implemented different interpretations<br /> CAN-SPAM Act of 2003.<br /> Controlling the Assault of Non-Solicited Pornography and Marketing<br />www.spamlaws.com<br />© Blue Zebra Associates Ltd 2008<br />
  52. 52. Putting it all together<br />© Blue Zebra Associates Ltd 2008 - 2009<br />
  53. 53. The Promotional Mix<br />
  54. 54. Social Media <br /> Discussion Forums<br /> Wiki’s (Open, Organisation, Internal, Publication)<br />PodCasts<br /> Blogs<br /> Micro Blogging (Twitter)<br /> RSS Publishing (Really Simple Syndication)<br /> Social Networking (Facebook, Linked-in etc)<br /> Collaboration Spaces (Trip Advisor)<br /> Tagging / Sharing (Delicious)<br /> Sharing (Google Doc’s, SlideShare, Flikr)<br /> Mash-ups (Google Maps)<br /> Virtual Worlds (SecondLife)<br />
  55. 55. Decision Tree<br />© Blue Zebra Associates Ltd 2008 - 2009<br />
  56. 56. Possible actions<br /> Need to work on Data Quality<br /> Processes<br /> Staff education<br /> Database<br /> Improve marketing to reduce opt-outs. <br />© Blue Zebra Associates Ltd 2008<br />
  57. 57. Methodology<br /> Review Processes: - Data capture - Opt-out - Training - Data Quality - Data stores<br /> Identify actions needed<br /> Identify opportunities to become more “customer focussed”. <br />© Blue Zebra Associates Ltd 2008<br />
  58. 58. eNewsletter Example<br /> Sent 341<br /> Opened 189<br /> Click thrus 64<br /> Leads 2.<br />www.constantcontact.com<br />© Blue Zebra Associates Ltd 2008<br />
  59. 59. Summary<br />Failure to comply is breaking the law<br /> Opportunity to improve marketing<br /> Need to work on data quality<br /> Processes<br /> Staff education<br /> Central Database <br />© Blue Zebra Associates Ltd 2008<br />
  60. 60. Blue Zebra Associates Ltd<br />© Blue Zebra Associates Ltd 2008 - 2009<br />

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