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  5. 🛡️ Email Marketing Compliance in 2023: 10 Rules to Navigate GDPR & CAN-SPAM

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🛡️ Email Marketing Compliance in 2023: 10 Rules to Navigate GDPR & CAN-SPAM

Jorge Ferreiro

Updated: Sep 10, 2023

In the world of digital marketing, compliance with the law is your suit of armor, and for email marketers, GDPR and CAN-SPAM are the two titans that wield the swords of regulation and fines.

Buckle up, because, in this guide, we're diving headfirst into the heart of these formidable legal frameworks, slicing through the jargon to reveal the rules and directives you need to know.

But here's the deal: we're not here to just lay down the law. We're here to empower you with knowledge, to arm you with the essentials, and to steer you clear of the treacherous waters of non-compliance.

While we've spotlighted the crucial rules for email marketing, consider this your launchpad for further exploration. Remember, compliance isn't a one-size-fits-all, and you should always embark on your journey of research.

What is CAN-SPAM?

CAN-SPAM is the American law against unsolicited Marketing and pornography. You must comply with it to avoid any potential fines or legal issues.

What is GDPR?

GDPR is the Guardian of European Data, it's the data protection law that states how you should process and manage customers' data.

How to Stay Compliant in 2023 with CAN-SPAM?

Here are some of the main rules you must follow when doing email marketing campaigns:

  • Honest subject line: Your subject line must be a beacon of truth, guiding readers to the content within without deceit.

  • Unsubscribe email header: Include the list that the user belongs to in the header so email clients can unsubscribe. At ZooTools, we add this automatically.

    unsubscribe email list

  • Clear opt-out: The unsubscribe link should be visible and it should be easy to unsubscribe. You can NOT force users to log in to unsubscribe.

  • Add physical address: Your emails must bear the mark of your physical existence – a valid postal address or a trusty post office box.

  • Process unsubscribes: You have to unsubscribe/remove a user from your list in less than 10 days after they requested, and you have to keep an unsubscribe method for up to 30 days since you sent the email.

  • Promotion Disclaimer: You have to express a message in a promotion email (unless the user has subscribed).

How to Stay Compliant with GDPR in Email Marketing?

Here are some of the key rules on GDPR when doing email marketing:

  • Opt-in to emails: Seek permission before you hit the send button, typically with a checkbox at sign-up.

  • Right to be forgotten: Grant individuals the power to erase their data from your CRM and email tools upon request.

  • Transparency: Illuminate the path your data takes – from processing to storage and analysis. Platforms like ZooTools keep records of these activities.

  • Download a copy of their data: Let your subscribers carry their data in their digital pockets.

  • Data Breach Notification: Be vigilant and swift in notifying authorities and affected individuals in the event of a data breach.

In the intricate world of email marketing, compliance is your trusty steed, and at ZooTools, we've forged a formidable platform to help you navigate this regulatory war.

Do you have questions or feedback? We've got your back! Our support team is ready to guide you through the compliance labyrinth. Because when it comes to GDPR and CAN-SPAM, it's better to be safe than sorry.

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