Имейл маркетинг и автоматизация на имейл маркетинг

Какво е изразено срещу подразбиращо се разрешение?

Canada took a stab at improving its regulations on SPAM, and the guidelines businesses must abide by when sending their email, mobile, and other push communications with the new Канада Анти-СПАМ законодателство (CASL). From deliverability experts I’ve spoken to, the legislation isn’t all that clear – and I think it’s strange that we have national governments interfering with global issues. Imagine when we get a few hundred different governments writing their legislation… impossible.

Един от аспектите на CASL е разликата между изразени и косвен permission. Expressed permission is an opt-in methodology where the recipient of the email clicks or signs up themselves. Implied permission is a bit different. I once argued with a leading email service provider’s (ESP) deliverability representative. He had given me his business card with his email address – and I used that as implied permission to email him my newsletter. He complained directly to my email service provider, causing quite a stir. He felt that he hadn’t provided permission. I thought it did.

He was wrong, of course. While his personal view was a requirement for expressed permission, there’s no such regulation (yet). In the United States CAN-SPAM законодателство, не се нуждаете от подразбиращо се или изрично разрешение да изпращате имейли на никого... просто се изисква да предоставите механизъм за отказ, ако нямате бизнес отношения с абоната. Точно така ... ако имате бизнес отношения, дори не е нужно да се отказвате! Въпреки че това е регламентът, доставчиците на имейл услуги го отнасят много по-далеч със своите платформи.

Примери за изразени срещу подразбиращи се разрешения

Съгласно CASL, ето примери за разликата между изразени и подразбиращи се разрешения:

  • Изразено разрешение – A visitor to your site fills out a subscription form with the intent of being placed on your list. An opt-in confirmation email requires the recipient to click a link to confirm they wish to be placed on the list. This is known as double opt-in methodology. The date/time and IP stamp should be recorded with their subscription record when they click the link.
  • Предполагаемо разрешение – A visitor to your site fills out a registration form to download a whitepaper or register for an event. Or a consumer provides you with an email address via a business card or at the checkout. They did not expressly provide permission that they wished to get email marketing communications from you; therefore, permission was косвен – not expressed. You may still be able to send email communications to the person, but only for a limited period.

While almost every email provider’s terms state that you must have permission, they provide you with every means of importing any possible list you may find or buy. So, a dirty secret of the industry is that they make a ton of money from their clients sending SPAM while they march around the industry screaming that they’re absolutely against it. And all of the ESP’s super-duper deliverability technologies, algorithms, and relationships don’t matter because they don’t control what makes it to the inbox. The Internet Service Provider does. That’s the big dirty secret of the industry.

Как разрешението влияе върху входящата поща?

Expressed versus implied permission does not directly impact your ability to reach the inbox! An internet service provider like Gmail doesn’t know when they receive an email whether or not you had permission to send it… nevermind the fact of whether or not it was expressed or implied. They’ll block an email based on the vocabulary, the IP address it’s sent from, or several other algorithms they use. If you get a bit loose with your definition of косвен, можете да увеличите вашите отчети за нежелана поща и в крайна сметка да започнете да изпитвате трудности при достигане до входящата поща.

Винаги съм казвал, че ако индустрията наистина иска да реши проблема със СПАМ, накарайте доставчиците на интернет да управляват разрешението. Gmail, например, може да разработи API for opt-in where they KNOW that their user has provided expressed permission to receive email from a vendor. I’m not sure why they don’t do this. I’d be willing to bet the so-called permission-based email service providers would scream if it ever happened… they’d lose a lot of money sending so much SPAM.

If you’re sending commercial emails and wish to measure your ability to reach the inbox, you must utilize an inbox placement platform. These platforms provide you with a seed list of email addresses to add to your email list, and then they’ll report to you on whether or not your emails are going directly to the junk folder or making it to the inbox. It takes about 5 minutes to set up.

The Canadian regulations take another step, putting a 2-year limit on sending emails to anyone with implied permission. So, if someone you have a business relationship with gives you their email address, you can email them… but only for a specific period. I’m not sure how they’re going to enforce such legislation. Email service providers will need to revamp their systems to incorporate list imports for implied permissions, allowing you to add an audit trail in case of a complaint. Oh, and the CASL requires that you obtain express consent from existing contacts on your list by July 1st, 2017, using a кампания за потвърждаване. Имейл маркетолозите ще направят голям удар с този!

Последна бележка за това. Не искам хората да мислят, че съм защитник на СПАМ. Не съм ... мисля изразено разрешениебазирани на имейл стратегии осигуряват изключителни бизнес резултати. Бих добавил също, че съм реалист по този въпрос и съм виждал компании растат техните имейл списъци и впоследствие развиват бизнеса си чрез агресивни подразбиращо се разрешение програми.

More About Canada’s Anti-Spam Legislation

Canada’s Anti-Spam Legislation (CASL) is a law that was enacted in 2014 to regulate the sending of commercial electronic messages (СЕМs) in Canada. Here are the critical points of the CASL:

  1. Съгласие: The CASL requires that organizations obtain express or implied consent from recipients before sending them CEMs. Express consent means the recipient explicitly permitted the sender to send them CEMs. Implied consent may be obtained in certain circumstances, such as when a business relationship exists between the sender and the recipient.
  2. Идентификация: The CASL requires that all CEMs contain identification information about the sender, including their name, mailing address, and either a phone number or an email address. The CEM must also include a way for the recipient to unsubscribe from receiving further messages.
  3. Съдържание: The CASL prohibits the sending of CEMs that contain false or misleading information, including the sender’s identity, subject matter, or purpose. The CEM must also be in clear and plain language and contain no false or misleading representations about the advertised product or service.
  4. Изпълнение: The CASL is enforced by the Canadian Radio-television and Telecommunications Commission (CRTC), which has the authority to investigate and prosecute law violations. Penalties for non-compliance can be significant, including fines of up to $10 million for businesses and $1 million for individuals (in Canadian dollars).

Overall, the CASL is designed to protect Canadian consumers from unwanted and deceptive commercial electronic messages and to ensure that businesses comply with specific requirements when sending such messages.

Douglas Karr

Douglas Karr е основателят на Martech Zone и признат експерт по цифрова трансформация. Дъглас е помогнал за стартирането на няколко успешни стартиращи фирми MarTech, съдействал е за надлежна проверка на над $5 милиарда в придобивания и инвестиции на Martech и продължава да стартира свои собствени платформи и услуги. Той е съосновател на Highbridge, консултантска фирма за дигитална трансформация. Дъглас също е публикуван автор на ръководство за манекени и книга за бизнес лидерство.

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