PPB November 2019

Government CASL site (http://bit.ly/ CASL2020) or the EU Site ( http://bit.ly/ GDPR2020) or consult your legal advisor. GDPR: The Toughest Anti-Spam Legislation The EU’s anti-spam legislation, GDPR, takes these permission requirements yet another step further; GDPR also doesn’t recognize implied consent. Your GDPR compliant subscription forms need to show clearly how the person’s contact information will be used and for what types of messages (i.e. email, mobile, direct mail, etc.). Additionally, you need to install an “accept cookies” consent form or pop up on your website if you are doing any kinds of site visitor tracking or monitoring, which includes using Google Analytics, Google Ads or Facebook Ads retargeting/remarketing on your website. Being A Smart And Law- Abiding Email Marketer The good news in all this legislation talk is that you can still do email marketing, grow your list and communicate with clients and prospects, all while steering yourself and your organization clear of complaints and scary fines. As a Mailchimp Expert agency doing email marketing for many U.S. and Canadian businesses, we’ve compiled these 12 tips to help you build up express consent opt-ins and be aware of implied consent relationships and opportunities to email (within the U.S. and Canada). Once you’re aware of the rules around consent, you will see there are still many opportunities to develop effective CAN- SPAM, CASL and GDPR compliant email marketing programs that get results. 1 Get permission to email in creative ways. Provide multiple opportunities to join your opt-in list through your website. While it seems obvious, most businesses are very passive about using their website to grow their opt- in email lists. If a customer called you, you wouldn’t get off the phone without asking for their phone number for future correspondence. Similarly, you want to make sure your website asks for an opt-in email on pages that get the highest web traffic, and converts that prospect by getting their email address, before they exit the site. The top four areas of your site where you should be asking for an email address and permission to opt-in to a list are: • Your Contact Us page (with a checkbox where people can indicate their permission to be emailed when they contact you) • An e-news sign-up form at the top of your website • An e-news sign-up form on your blog • The Check Out page of your website if you have an ecommerce business 2 Ask for emails and permission in your offline transactions and communications. If your company takes part in trade shows and events, starting an email list can be as simple as setting up a contest draw-box (with clear signage on the contest form or collection box indicating that the contest they’re entering enrolls them in your email list). Another method is having your phone reception service and salespeople always ask for a customer’s email when providing a quote. An example of GDPR-compliant “cookie consent” form on napkin marketing’s website. This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish Accept | NOVEMBER 2019 | 77 THINK