While so-called “experts” regularly predict the end of email, it is more alive than ever and an important element in the Marketing Mix. Unfortunately, email marketing is sometimes treated superficially by marketers, data protection and security are not optimal and this affects the deliverability of emails as well as the reputation of the company. .
As of May 2018, very high penalties can be incurred for breaching the new European Data Protection Regulation (GDPR). The Certified Senders Alliance, a joint project of the German e-commerce association ecoe. V. (Verband der Internetwirtschafft) and the German Dialog Marketing Association (deutscher Dialogmarketing Verband), gives ten tips for commercial companies so that they can avoid the pitfalls and follow the rules while running successful email campaigns.
Double opt-in is essential
Under the new GDPR, senders of bulk emails must always prove in each case that they have the consent of the recipient before sending an email. This consent must be voluntary, active, explicit and produced separately for each specific case. In the case of the Double-Opt-In (DOI) practice, the recipient who wants to subscribe to a newsletter must confirm their agreement again by clicking a link in a confirmation email. In this way, the active consent of the recipient is obtained and the rules are respected. For commercial email senders, the DOI will be inescapable. They must use this practice and document it so that they can prove consent in case of doubt.
you are responsible
As a business, you must ensure that the GDPR guidelines are followed before sending your emails, as you will be liable for non-compliance. Not only you, but also your email service provider is responsible, but you must also comply with the GDPR. So think carefully about who you go to for your email services.
The obligation of transparency
The collection of personal data is linked to the obligation to inform the interested party. Therefore, he is obliged to inform everyone who subscribes to a newsletter about the processing of data collected (when, where and by whom).
quality over quantity
According to a recent study, only a quarter of all emails sent are opened and this is not surprising given that more than 20,000 emails are generated per second (statistics in Germany). So that your e-mails do not end up in the trash again, you have to do more than press the send key. Craft your sales emails in such a way that they can arouse interest at first glance and the recipients will be interested in continuing to read them.
Shipping at the right time
Give your customers the information they need, when they need it. Pick up your target groups where they are during your “customer journey”. Use your commercial emails so that this “journey” ends where you want: your product.
A clean mailing list
If you want to spread your message as widely as possible, be sure to keep your mailing list clean. Sending spam emails damages your good reputation and risks serious penalties. The following tips will help you keep your list “clean.”
Naturally, you want as many people as possible to subscribe to and read your newsletter. But don’t make the unsubscribe procedure too difficult. A subscriber, who cannot quickly and easily unsubscribe, quickly becomes annoyed and their emails will end up in the spam folder just as quickly.
Make the unsubscribe process as simple as possible. Use a list unsubscribe header as the CSA has required for some time in its admission criteria. It uses the new protocol RFC 8058 (one-click-unsubscribe) so that the recipient can unsubscribe with a single click. At the same time, this prevents subscribers from being unsubscribed unintentionally, for example by anti-spam programs. But make sure the Unsubscribe header from the list is part of the Domain Keys Identified Mail (DKIM) signature This is an encryption authentication method used by many service providers to find out if the message is from an authorized system to avoid spammers impersonate legitimate entities. ).
An essential aspect of a clean mailing list also concerns how you handle bounced emails (bounce handling). Immediately remove hard bounces, i.e. incorrect or missing addresses or domains, from the mailing list. Also in this case, the Double-Opt-In rule is applied to prevent response emails from being generated due to false or non-existent addresses.
For some businesses, email deliverability doesn’t play a big role. Make sure your address book is always up-to-date and well-maintained and you don’t end up on a blacklist. It would damage your good reputation.
Last tip: be honest!
Honesty and transparency play a fundamental role in email marketing. Treat your recipients as you would like to be treated and make sure you maintain a good reputation. Thus, your customers will trust you, ISPs (Internet Service Providers) will send your emails and you will have nothing to fear from the law.
The Certified Senders Alliance (CSA) is a joint project of the German e-commerce association eco. EV (Verband der Internetwirtschafft) and the German Dialog Marketing Association (Deutscher Dialogmarketing Verband). Companies on the CSA whitelist are not checked by the spam filters of the largest German and international service providers such as Yahoo, GMX, freenet, web.de and also AOL and their messages are delivered directly. Those who meet the CSA eligibility criteria are assured of being on the right side of the law and trusted by Internet Service Providers.
The points mentioned above will be among the topics discussed at the CSA Summit to be held April 18-20 in Frankfurt.
For more information about the summit, go to https://summit.certified-senders.eu/
About the Author :
Julia Janßen-Holldiek, new director of CSA
Julia Janßen-Holldiek manages the operational sector of the CSA (Certified Senders Alliance) where she had already worked for 4 years as Director of Business Development and ISP Relations. Before working for CSA, she was a Sales and Marketing Manager at an international IT company.
“Thanks to our high standards and our CSA certification, we have improved the quality of emails and have emphasized the safety and quality of our certified senders,” he explains. CSA works closely with mail service providers, internet service providers and marketing experts.
eco – Verband der Internetwirtschaft e. V., Lichtstr. 43h, 50825 Cologne
Such. +49 221 / 70 00 48 – 0, email: [email protected], web: www.eco.de
Thomas Müller, Tel. +49 221 / 7000 48-260, E-mail: [email protected]
In French: MartaPogliani, tel. +49 241 / 88970-575, email: [email protected]