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Mastering Bulk Email Compliance: Best Practices and Strategies

Learn the essentials of bulk email delivery and compliance, from legal requirements to effective design and messaging. Discover the importance of audience choice, data control, and usability for successful email campaigns. Get insights on creating engaging content, optimizing deliverability, and building your subscriber lists. Whether you're a nonprofit or a business, this comprehensive guide will help you navigate the intricacies of email marketing and achieve your communication goals.

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Mastering Bulk Email Compliance: Best Practices and Strategies

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  1. Sue Fidler sue@suefidler.com 07889 350285 www.suefidler.com www.charityemail.co.uk

  2. Why? Great for fast communications, - nearly all opens are within first 24rs Good for repeat/follow up messages Good reporting – who and what Good for calls to action - campaigns and appeals Spreading the Word - Forward to a friend

  3. CHEAP!

  4. DESIGN

  5. NEW NAMES WEB VIEW LEGAL REQUIREMENTS

  6. MESSAGES

  7. Writing and Tone Email is normally less formal than print Email is considered very personal (2nd after SMS) KISS – short sentences, paragraphs and calls to action Obvious calls to action/find out more Consistent tone, author, style and FROM address

  8. DELIVERY and COMPLIANCE

  9. Delivery: The mechanism used to send • and deliver bulk emails • Three methods: • Outlook/Eudora/Lotus/other PC/pop3 based email system • In-House bulk email broadcast software • ASP bulk email broadcast software • (known as Email Service Provider)

  10. What are you looking for?

  11. Is it fit for purpose?

  12. OUTLOOKIS BAD

  13. OUTLOOKIS BAD FOR BULK EMAILS

  14. Compliance:Making your email legal and acceptable • Data Protection Act (DPA) in EU • OPT IN • PROOF • UNSUBSCRIBE (BEST PRACTICE EVRYWHERE!) • RIGHT TO SEE RECORD

  15. Compliance: • Data Control • Who can get to the data – • What might they use it for? • Are all copies of the address book kept up to date – • Update the unsubscribes on all databases • Who is sending what and when and to whom? • Step 1 – e-comms strategy • step 2 – comms strategy

  16. Compliance: • SPAM • DPA • Know where the addresses came from • Send from a registered email broadcast service • - NOT YOUR IT SERVER

  17. Compliance: • Accessibility • HTML and Text version • Web version • Alt tags on the images • Contrast, links underlined • Unsubscribe and subscription management

  18. Compliance: • User Friendly • Clear layout and branding • Regular FROM address • Regular Subject Line • Links all work

  19. Compliance: • Frequency • How often can you send? • Enews – daily, weekly, monthly • Viral – taster, reminder • Campaigns – taster, reminder, updates

  20. Compliance: • Audience Choice • HOW – post/phone/email/SMS • WHAT – news/campaigns/fundraising • WHEN – how often

  21. Compliance: • Audience Choice for email • Format – HTML/TEXT • What – news/campaigns/fundraising • When – how often • Subscription Management • UNSUBSCRIBE

  22. Compliance: • Format - HTML, TEXT or both? • UK, USA, Europe, Eastern Europe etc etc • HTML and TEXT • Africa, Asia, South America • HTML and TEXT • Audience Choice

  23. Names:where do you get them? • Online sign up • Offer email URL on every piece of • paper/poster/leaflet • Offer email opt in via EVERY response • mechanism; mail, web, phone • Existing paper-based newsletter • Swap names with peers • Get article in press or other newsletters • Buy lists…

  24. RECAP • OUTLOOK IS BAD (ESP Email Delivery is best) • DPA/Data control • Accessibility and usability • HTML AND TEXT • OFFER AUDIENCE CHOICE • Build your own lists

  25. 4 Papers: • Why eMail? • Best Practice for Sending eMails • Best Practice for Designing eMails • Data Protection • www.charityemail.co.uk

  26. Sue Fidler sue@suefidler.com 07889 350285 www.suefidler.com www.charityemail.co.uk

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