Before you start sending business emails for your B2B email campaign, it merits getting a good command on laws surrounding email marketing to guarantee you aren’t violating any. You don’t want your business emails to be sorted as spams and waste your time and effort. Or worst, get yourself a bad rep on B2B email marketing. That would hurt your business since email is one of the most effective channels in B2B marketing.
This option mostly manifest itself as a subscribe form on a business website or from their in-store newsletter subscribe form. When people fill up this form it will serve as their permission that you can send them emails or other marketing materials such as white papers, newsletter subscriptions or e-books.
Accurate Email Header, Subject Line & Postal Address
The “From,” “To” and “Reply to” including domain name and email address in the email header should be correctly labeled so that recipients are able to determine where the email came from. Subject line should not mislead and must be relevant to your email’s content. Also, you need to include legit mailing address of your business. This is to ensure credibility and will serve as another way for your recipient to contact you.
Disclose if your Email is an Ad
The law stipulates that you should let your recipients know that your email is an advertisement. The point here is not making your email look like a personal message so you can trick them into opening it.
Easy opt-out and Honoring them
Your recipients must be able to easily opt out or unsubscribe from your emails. This option is usually conspicuously placed at the bottom part of an email. If your business received requests, you are obligated to fulfill it within 10 business days. Furthermore, you are prohibited to charge processing fees for it or give these recipients contact details to other companies. Lastly, if you are employing a third-party email marketing service, see to it that they are compliant to these regulations for there is no separation from the business that sends the email and the business whose service or product is being marketed in this law.
Make sure to operate within the borders of the law when doing your B2B email marketing. Going around it can cost you dearly.