Besides good business practice, it’s imperative you know every name on your email marketing list. Not only because you want to build effective business relationships and use your marketing budget wisely, but because each contact you don’t actually know could cost you millions. This is especially true if your clients or candidates live outside the U.S.
It’s important to note, there is a big difference between Spam and “junk” mail. Email recipients can mark your emails as “junk” or move items into their junk folder with no real repercussion. However, if they take the step to report your email as spam to their email provider (Gmail, Outlook, etc.), that’s when issues can arise.
What are the spam laws, and how much will they cost you?
CAN-SPAM: For any violation of Controlling the Assault of Non-Solicited Pornography And Marketing (CAN-SPAM) email laws the FTC deems appropriate, a business can be fined up to $11,000. That means PER email. If your email list has 10,000 members, and they are not permission-based, and 10 of them report you, that could mean $110,000 in CAN-SPAM penalty fees. And no, purchased lists do not count as permission based.
GDPR: The General Data Protection Regulation (GDPR) is goes into effect on May 25, 2018. This European law intends to give citizens more control of their personal data and its use, but GDPR applies to any person or business with clients, candidates or customers in the EU. Fines for breaking this law can range from €10 million ($13,999,000) to €20 million ($27,998,000) and up – so you can see why you’d want to ensure your email lists are up to date!
With these steep fines, you can see why it’s important to know your email list.
Want to run a compliant and successful email marketing campaign? Reach out to the email marketing experts at Haley Marketing Group and let us help you navigate these tricky waters – and stay out of the junk folder!