Data protection for email marketers

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James Hoare, head of data management & insight, Shelter Enhance your email marketing workshop www.charitycomms.org.uk/events

Transcript of Data protection for email marketers

Page 1: Data protection for email marketers

DATA PROTECTION FOR

EMAIL MARKETERS

Page 2: Data protection for email marketers

The law & the consequences of breach

Group discussion

Soft opt-in

Hard opt-in; single and double

Opt-out

B2B, public domain and viral marketing

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The Law

What count's as a marketing email

Selling products & services

Soliciting donations or actions

Promoting our cause

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Data Protection Act 1998 (DPA)

UK Law

Relates equally to all communication channels

Who you are

What you are going to do with their personal data

How you’re going to get in touch (email!)

Act on requests to cease sending

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Privacy & Electronic Communications Regulations

EU Directive

Relates to email (and SMS) and is effectively an anti-

spam law

Cannot send marketing emails without first getting the

recipient’s permission

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Consequences of breach

£5,000 fine

Open to civil litigation

Reputational impact

Less effective campaigns

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Soft opt-in, the exception

Can send marketing emails to contacts where contact

details were obtained in the course of a sale or a

negotiation of sale, though an opt-out option is still

required

Doesn’t apply to charities

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Hard opt-in, the one we actually need to do

Give a nice clear statement stating:

Charity name

What you’re going to do with their contact details

An un-ticked box for them to tick

We'd love to stay in touch with you about our work and how you can get involved

I’d like to receive updates by email

I’d like to receive updates by SMS

We will never share your information with 3rd parties

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Really clear sign-up to a newsletter or similar is OK

too

Sign-up here to hear from us about our exciting work and how you can help

Email address

Sign up

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Double opt-in

Ask recipient to confirm opt-in on receipt of email -

Daft

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Opt-out

Required by DP

Must respond within 28 days

Preferences

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B2B No opt-in required

Opt-out must be offered and honoured

People in the public domain Contacting people in the public domain (MPs etc) at their publically available email

address is fine

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Going viral (share with friends) ICO take a “dim” view

Structure campaign so that the “friend” is pushed to a sign-up form with an opt-in

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James Hoare

[email protected]

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