legalE-mail marketing, and in particular the sending of newsletters, is despite social media marketing still the most successful advertising medium on the Internet.

Double opt-in is the hardest to fulfill

Double opt-in means that the sending of advertising emails is only allowed with the specific permission of the recipient. On top of that, the recipient has to confirm his/her email address to make sure that no third party was involved. Last but not least, marketers are legally only on the safe side, if it can be proven, that the recipient has actually clicked the link in the confirmation email. Hence, it is advisable to monitor all your subscriptions properly.

Opt-out method prevails in Asia

The term “opt-out” refers to several methods by which individuals can avoid receiving unsolicited product or service information. In email marketing, a clickable link or "opt-out button" may be included to notify the sender that the recipient wishes to receive no further emails. In fact, 95% of all commercial emails from reputable bulk emailers work in this way with an unsubscribe feature. A list of those who have opted out is called a Robinson list.

Anonymous usage for protection

When sending newsletters, for data protection reasons, it is recommended to collect only the necessary data from your audience. This could mean that you give readers the opportunity to receive the newsletter simply by stating an email address, a simplicity any subscribers definitely welcome as well.

Possibility of revocation

Before signing up to receive the newsletter, as well as in each newsletter, marketers are obliged to inform the receiver of his/her right to withdrawal. In order to give the recipient the opportunity, it is sufficient if you place a link with an unsubscribe function at the bottom of each newsletter.

Obligation to imprint and privacy policy

Email marketing is committed to specify an imprint even in a newsletter and has to include all content required by the appropriate legislator. This includes, among other things, giving your company name and address to allow recipients to get in contact. In order to meet these statutory requirements, it is sufficient if a link points to the imprint of your company's website within the newsletter as well as the privacy policy.

Please keep in mind, that email marketing is effective and inexpensive, but peppered with legal intricacies and pitfalls as well, which you should be aware of.

By MediaBUZZ