Build sales with email but make sure to avoid heavy penalties

Email marketing is an effective way to build business sales but you must follow the rules

Faced with on-going postal rate increases nearly every year, we’re all looking for cost effective ways to reach new customers or keep in touch with current ones.   In the 80’s and 90’s fax blasts were the alternative to costly snail mail. 

Unfortunately, many firms abused customers’ fax machines and now the Fax Preference Service (FPS) has enacted severe restrictions and stiff fines virtually shutting down the fax as a marketing tool overnight.

Failure to observe these regulations will mean investigation by Data Commissioner at the Fax Preference Service. Although fines on first and second offences are rare, fines from the third illegal fax advert can go to £5,000 per fax.     

Today the alternative to snail mail is email.  True to form, spammers sending out those unwanted “Male Enhancement”, “Lose 20 Pounds in 5 Days”, or “How to Make Millions at Home Stuffing Envelopes” junk ads caused Congress to jump back into action.  In 2003, the UK amended The Privacy and Electronic Communications (EC Directive)

Although the legislation specifies rules for message presentation opt out guidelines, labelling for sexually explicit materials, and penalties of up to £5,000 in a magistrate's court, or an unlimited fine if the trial is before a jury per violation, the law was clearly not intended to exclude legitimate marketers from using email.

In fact, a solid, well-targeted marketing campaign with a strong message can yield extremely high returns while remaining well within the EC guidelines.   The difference between running a marketing program and generating spam ads is the difference between being an “invited guest versus an unwanted pest.”  Too many businesses fall into the latter category.

 To avoid the limitations and ensure compliance with the law, businesses are turning to inexpensive bulk emailing services like MarketU. 

These services provide:

 •    Email addressed to the recipient from you – A good percentage of these messages are opened and read.

•    Opt out services – Avoid contacting people that don’t appreciate your offering.

•    Return services - Escape “dead” addresses clogging your email box.

•    Database updates – Send messages to current and prospective “Live” clients.

•    Up-to-date email procedures – Limit your legal risk. Whether you strike out on your own with email or use a bulk mailing service, it would be wise to check out the law on the web, craft a solid marketing plan with an attractive offer, and always include a link back to your web site or electronic marketing materials to maximize your ROI.

To find out more about email marketing contact us at soVision or call 0845 450 3669

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