A recent survey found that when conducting their email campaigns, relatively few Irish marketers are using more than two or three of the legal requirements stated in the Companies Act.
The survey found that despite an unsubscribe link being a mandatory legal requirement and known by all marketers and consumers alike, 19% of Irish marketers still failed to include it in their email messages.
82% percent of marketers in the study failed to include their registered company number; 62% failed to include their company’s physical street address; and 79% failed to include a company telephone number in all email messages; all of which are legal requirements.
Of the three most highly recommended best practices, only 38% of senders included a working web version of their message; only 28% included personalisation in any part of their message; and only 31% used a ‘forward to a friend’ link.
The survey, which divided senders into six market segments including technical, marketing, travel, entertainment, sports and retail, found some segments had adopted far more legal requirements than others.
Travel marketers, for example, adopted the most “best practices”, ranking highest most often in providing a web version of their email, a postal address, forward to a friend functionality, subscription management, and clear navigation within their newsletter to areas of their company website.
On the other end of the scale, technical marketers, among others who have the most to gain from optimizing their emails for best practices, are using the least, with only 11% using forward to a friend feature, 16% including their postal address and a shockingly low 5% including their company registered number.
Of the three most highly recommended best practices, only 38% of senders included a working web version of their message to allow recipients to click through and view the message as a Web page regardless of image or personal settings; only 28% included personalisation in any part of their message; and only 31% used a ‘forward to a friend’ link. The survey also reveals that despite an unsubscribe link being a mandatory regulatory requirement, one in five Irish marketers still fails to include an obvious unsubscribe mechanism in their email messages.
Mike McMahon, Managing Director said: “By failing to ensure legal compliance and best practise we are risking the growth and credibility of a marketing medium that is still in its infancy. Right now most of our marketers run the twin risks of legal action and being blacklisted by ISPs. They are also making basic mistakes, such as failing to maximise their return from e-mail – and risk annoying their audiences. Permission based e-mail marketing is growing exponentially. It’s a highly cost effective and accountable medium. But we need to make a much greater effort if we are to guarantee the success the sector deserves”.
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