As a small business owner and entrepreneurs, we try play as many roles as we can to save us money. One avenue many small business owners feel they can save money is putting together their own marketing promotions. This is actually not a bad idea especially if you feel you have the time and proper knowledge to monitor the performance of your promotions.
Email Marketing Made Easy
Developing an email marketing strategy doesn't have to be daunting, especially with great marketing automation tools as MailChimp and AWeber. Both softwares are very easy to use and you can create some very stunning and professional email messages and newsletters using their pre-defined templates and by following instructions.
If you chose to go the DIY route instead of hiring a professional email marketer, it is of the utmost importance that you too are also aware of the legalities you must adhere to when sending out your emails to other businesses and corporations. Their is a law that governs email marketing to B2B (Business-to-Business) entities called CAN-SPAM Act. According to the article, "Are You Compliant with Global Email Marketing Regulations?" written by David Fowler:
For email marketers targeting audiences in the United States, it’s important to have a full understanding of the CAN-SPAM Act. This law covers all commercial messages, which means any email with the goal of advertising and/or promoting a product or service. Penalties for failing to comply with this law can result in fines of up to $16,000. That’s per email received, not sent. If you send one message to 100 people, and that message is in violation, you are liable not for $16,000 but for 16,000 X 100 … $1,600,000.
According to the FTC, the requirements are as follows:
Don’t use false or misleading header information
Don’t use deceptive subject lines
Identify the message as an ad
Tell recipients where you’re located with a physical address
Tell recipients how to opt-out of receiving future email from you
Honor opt-out requests promptly
Monitor what others are doing on your behalf
For those sending email to recipients in Canada, it’s important to have full knowledge of Canada’s Anti-Spam Legislation (CASL). This is one of the world’s most stringent anti-spam laws. It encompasses all requirements of the CAN-SPAM Act, and adds the following:
You need full permission from the recipient to send email to them
Proof of opt-in is required
Full business information identification is required
You are prohibited from collecting and using email addresses without permission
Both laws must be followed if you are sending across North America and even if you’re only sending within the US, following the requirements of CASL is highly recommended.
If you are sending emails internationally to Europe and other parts of the globe, specific rules apply.
When you're taking on a role of Digital Marketer, you must stay alert and aware of certain laws that govern and protect businesses. If you are the owner of your business and you're leaving it in the hands of an appointed person, it's your responsibility to make sure that person too, understands compliance issues when marketing in behalf of your company.
A good way to stay in front of the ever-changing digital market world, subscribe to information source such as, The FCC, and stay in the knowledge.