POPI and Email Marketing

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What the Protection of Personal Information Act means for Email Marketers

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POPI and Email Marketing

  1. 1. POPIPROTECTION OF PERSONAL INFORMATION ACT POPIPROTECTION OF PERSONAL INFORMATION ACT What does this mean for email marketing? Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  2. 2. RESPECT AND PROTECT PERSONAL INFORMATION RESPECT AND PROTECT PERSONAL INFORMATION Customers Prospective customers Employees SuppliersCommunities Corporate Entities 11 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  3. 3. IF YOU DON’T COMPLYIF YOU DON’T COMPLY Reputational damage Lose customers & fail to attract new ones Pay out millions in damages to a civil class action Be fined up to R10 million or face 10 years in jail 2 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  4. 4. IT’S LAW, BUT YOU HAVE ONE YEAR GRACE PERIOD FROM COMMENCEMENT DATE IT’S LAW, BUT YOU HAVE ONE YEAR GRACE PERIOD FROM COMMENCEMENT DATE 3 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  5. 5. STORAGESTORAGE Specific business purposes Explicit consent (opt-in) 4 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  6. 6. DATADATA Kept up to date Get updates Delete dormant / unused lists Keep unsubscribe lists for filtering 5 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  7. 7. PROCESSINGPROCESSING Keep records of everything you do with the personal information 6 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  8. 8. SAFETY AND SECURITYSAFETY AND SECURITY IP Locks Passwords System access 7 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  9. 9. DATA HELD OUTSIDE OF SADATA HELD OUTSIDE OF SA Need to get consent if data is outside of SA Can put in a clause in T’s and C’s Add to footer Refer to it in newsletters 8 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  10. 10. GET CONSENTGET CONSENT Ok to send initial opt-in email No permission means no further communication Double opt-in tactic is recommended But you should ALWAYS allow subscribed contacts to unsubscribe 9 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  11. 11. GENERAL VS SPECIFIC CONSENTGENERAL VS SPECIFIC CONSENT Need consent for direct marketing of specific products/services Initial communication should be wide enough to include all future ranges 10 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  12. 12. WHAT ABOUT EXISTING CUSTOMERS?WHAT ABOUT EXISTING CUSTOMERS? Direct marketing is allowed without the need of explicit consent But all other rules still apply And you can only market similar products and services 11 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  13. 13. TRANSPARENCYTRANSPARENCY All communication must indicate the identity and contact details of sender Include a complaints link 12 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  14. 14. BUYING OF DATABASESBUYING OF DATABASES Vendor must have consent General rule: don’t accept databases unless you know they have explicit consent. 13 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za
  15. 15. Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : sales@everlytic.com Web : www.everlytic.co.za 14 SOCIAL MEDIASOCIAL MEDIA Social media is compliant with POPI due to people having to opt-in

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