Good Email Marketing is Compliant Email Marketing February 22, 2019, | Posted by Samantha

The tension between regulations and marketing has always been a tense one; after all, by their very nature, regulations restrict what marketers can and can’t do. But at Site Impact, we have long embraced the understanding that good email marketing efforts are, at heart, compliant ones--that complying with regulations doesn’t just keep a brand or marketer out of trouble but also creates the best possible circumstances to get results. It may seem like regulations can be arbitrary, but generally they are based on either best practices that the industry’s top professionals have already adopted, or concerns from consumers; both are excellent reasons to comply with them. We’re going to look into why compliant email marketing gets the best results, beyond just avoiding the trouble of going against the authorities.

Give the people what they want

Generally speaking, any new regulation comes from consumers asking for regulatory bodies to do something about a problem they have with an industry--that’s true for regulations on food and beverages just as much as it is for regulations on email marketing. CAN-SPAM arose because consumers became frustrated with the deluge of marketing emails that they didn’t care about, clogging up their inboxes and preventing them from easily accessing the emails they wanted and needed to see. GDPR arose because of concerns from consumers about how companies used and stored and collected data. By complying with these regulations instead of trying to get around them, brands and marketers are effectively and efficiently giving consumers what they already want; this in turn brings much more consumer confidence in the brand.

Regulations make for better email

Even above and beyond consumer demands, regulations make for a cleaner space, a less cutthroat atmosphere when it comes to email marketing--and any marketing format, for that matter. By putting restrictions on what brands can do and how they can operate, regulatory agencies encourage a fairer competition, and also encourage the development of tools and strategies to adhere to the regulations while still accomplishing a broad reach and better engagement. By complying with regulations, your brand can ensure that you’re putting together the best possible campaigns. In fact, many regulations are based on the best practices of the top movers and shakers in the industry--this is where opt-in email comes from, for example. Complying means you’re putting yourself in the top rungs of the ladder, which is only beneficial.

Sometimes, it can seem like a cross to bear to deal with the regulations that come up globally--especially when those regulations are not always consistent from one market to another. But compliant emails (emails that are in adherence to whatever regulations exist) consistently turn out to perform better than those that aren’t compliant, above and beyond the issue of avoiding running afoul of the authorities. Contact Site Impact to learn how we can help you make sure your campaigns are compliant in every market you want to target, and how we can keep you prepared for any changes to the regulations that may come up in the future.