POPI and Email Marketing
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Transcript of POPI and Email Marketing
POPIPROTECTION OFPERSONALINFORMATIONACT
POPIPROTECTION OFPERSONALINFORMATIONACT
What does this meanfor email marketing?
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
RESPECT AND PROTECTPERSONAL INFORMATIONRESPECT AND PROTECTPERSONAL INFORMATION
Customers Prospectivecustomers
Employees
SuppliersCommunities
CorporateEntities
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Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
IF YOU DON’T COMPLYIF YOU DON’T COMPLYReputational 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
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Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
IT’S LAW, BUT YOU HAVEONE YEAR GRACE PERIODFROM COMMENCEMENT
DATE
IT’S LAW, BUT YOU HAVEONE YEAR GRACE PERIODFROM COMMENCEMENT
DATE
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Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
STORAGESTORAGESpecific business purposes
Explicit consent (opt-in)
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Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
DATADATAKept up to date
Get updates
Delete dormant / unused lists
Keep unsubscribe lists forfiltering
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Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
PROCESSINGPROCESSINGKeep records of everything you do with the personal information
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Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
SAFETY AND SECURITYSAFETY AND SECURITYIP Locks
Passwords
System access
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Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
DATA HELD OUTSIDE OF SADATA HELD OUTSIDE OF SANeed to get consent if data isoutside of SA
Can put in a clause in T’s and C’s
Add to footer
Refer to it in newsletters
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Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
GET CONSENTGET CONSENTOk 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
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Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
GENERAL VS SPECIFIC CONSENTGENERAL VS SPECIFIC CONSENTNeed consent for direct marketing of specific products/services
Initial communication should be wide enough to include all future ranges
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Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
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
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Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
TRANSPARENCY TRANSPARENCY All communication must indicate theidentity and contact details of sender
Include a complaints link
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Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
BUYING OF DATABASESBUYING OF DATABASESVendor must have consent
General rule: don’t accept databases unless you know they have explicitconsent.
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Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : [email protected] : www.everlytic.co.za
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SOCIAL MEDIASOCIAL MEDIASocial media is compliant with POPI due to people having to opt-in