Avoid Costly Mistakes in Your B2B Email Marketing Strategies: GDPR and CAN-SPAM Compliance

FOCUS: B2B Email Marketing

In B2B or business-to-business, email marketing stands tall as a must-have strategy, and for good reason – it delivers an impressive return on investment, earning you $40 for every $1 you spend!? If you’ve been in the business for quite some time, you’re likely well-versed in crafting compelling content, but did you know that compliance with federal guidelines, including the stringent GDPR and CAN-SPAM regulations, is equally essential? Neglecting these rules could land you in a tricky situation!

These are rules to help you avoid stepping on any legal toes while you create compelling email campaigns for your clients. Let’s see why these regulations are important for your B2B email marketing efforts, and how to follow them effectively:

GDPR: Protecting Data

The General Data Protection Regulation – or GDPR as it’s commonly known – is a set of privacy laws in the European Union (EU). These rules carefully oversee how data is gathered and handled. It shields people by preventing unnecessary data collection, improper use of personal information, data breaches, and biased algorithmic decisions. These regulations boost transparency and accountability between businesses and their customers, ensuring users have a clear picture of how their personal data is employed.

Making Your B2B Email Marketing Strategy GDPR Compliant

• Consent Matters: Under GDPR, you need clear and explicit permission to add someone to your B2B email list. Your sign-up forms should be transparent, explaining what subscribers are signing up for and how you’ll use their data.
• Be Transparent: Make sure your emails clearly show who you are and why you’re emailing the recipient.
• Easy Unsubscribe: Each email should have an easy-to-find option to unsubscribe. If someone wants to stop getting your emails, you must honour that request promptly.
• Protect Data: Keep the data you collect secure. Data breaches can lead to fines and damage your reputation.

CAN-SPAM Act: Complying with US Regulations

The CAN-SPAM Act is a set of rules in the United States that governs email marketing. It ensures that emails are honest, not deceptive, and gives recipients the ability to opt out easily if they don’t want to receive more emails. In essence, it keeps email marketing fair and respectful for recipients.

How to be compliant with the CAN-SPAM Act?

1. Honest Information: Your email headers, which include details like the “From,” “To,” and “Reply-To” addresses, should truthfully identify who you are.
2. No Deception: When it comes to the subject lines of your emails, they should accurately reflect what’s inside. Avoid using misleading tactics or deceptive language. It’s important that recipients have a clear idea of what they’re opening.
3. Easy Opt-Out: The CAN-SPAM Act, just like GDPR, demands an uncomplicated opt-out process. Once someone opts out, honour their decision promptly.
4. Share Your Address: In every email you send, it’s a requirement to include your physical business address. This helps establish transparency and accountability.
5. Check Third Parties: If you’re working with third-party services for your email marketing, it’s essential to ensure that they also follow the CAN-SPAM rules. A key step in this process is selecting a reliable email marketing platform that prioritises compliance and makes it easier for you to maintain the integrity of your email campaigns.

Now that we’ve covered the legal aspects of B2B email marketing, here are some quick and easy tips to make all your marketing efforts worthwhile:

• Segment your audience: Tailor your emails by grouping your audience based on their interests, behaviour, and demographics to provide relevant content.
• Personalisation: Engage your recipients by addressing them by their names and customising your emails to meet their specific pain points.
• A/B Testing: Improve your B2B email marketing campaigns by experimenting with different subject lines, content, and sending schedules to determine which emails have more interaction.
• Mobile-Friendly: Since nearly 1.7 billion people access emails on their phones, make sure that your emails are responsive and visually appealing on smaller screens.
• Clean your data list: Make sure to regularly remove inactive or bounce email addresses to increase your email deliverability.
• Track Your Metrics: Use email marketing analytics to track open rates, click-through rates, and conversion rates – this data gives you insights into refining your campaigns.

Exercising compliance over B2B email marketing efforts might seem like a tricky task, but it won’t be as bad if you have a dependable ally like The Point Company. As a B2B outsourcing company, we provide a range of lead generation services, including email marketing for your business, whether you’re a startup or a seasoned professional in the industry.

Happy emailing!

RELATED ARTICLES:

How to Increase Sales through Email Marketing

From Opens to Sales: The Personalisation Formula for Email Marketing Engagement and Conversion

SOURCES:

https://www.brevo.com/blog/gdpr-email-marketing/

https://www.businessnewsdaily.com/10959-gdpr-email-marketing.html

https://support.e2ma.net/s/article/How-Can-Spam-affects-your-email-marketing

https://www.forbes.com/sites/forbesagencycouncil/2018/06/06/is-your-email-marketing-compliant-with-the-can-spam-act/?sh=568a250432d0