MailOut Anti-Spam Policy
Whilst the Privacy and Electronic Communications (EC Directive) Regulations 2003 laws are a step in the right direction for reducing the spam problem, they don’t quite cut it, InsideOut Creatives’ definition of spam enlightens both true permission email marketing and common sense in terms of your ROI.
Spam is any email you send to someone who hasn’t given you their direct permission to contact them on the topic of the email.
Permission is a fuzzy word open to interpretation. So we’ve provided some clear scenarios to outline what does and doesn’t constitute permission.
What kind of email addresses are OK to send to with MailOut?
To send emails to anyone using MailOut, you must have clearly obtained their permission. This could be done through:
• An email newsletter subscribe form on your web site.
• An opt-in checkbox on a form. This checkbox must not be checked by default, the person completing the form must willingly select the checkbox to indicate they want to hear from you.
• If someone completes an offline form like a survey or enters a competition, you can only contact them if it was explained to them that you would be contacting them by email AND they ticked a box indicating they would like you to contact them.
• Customers who have purchased from you within the last 2 years.
• If someone gives you their business card and you have explicitly asked for permission to add them to your list, you can contact them. If they dropped their business card in a fishbowl at a trade show, there must be a sign indicating they will be contacted by email about that specific topic.
Basically, you can only ever email anyone who has clearly given you permission to email them specifically about the subject you’re contacting them about.
What kind of email address are NOT OK to send to with MailOut?
Anything outside the examples given doesn’t equal permission in the wonderful world of MailOut, but here are some examples. By using MailOut, you agree not to import or send to any email address which:
• You do not have explicit, provable permission to contact in relation to the topic of the email you’re sending.
• You bought, loaned, rented or in any way acquired from a third party, no matter what they claim about quality or permission. You need to obtain permission yourself.
• You haven’t contacted via email in the last 2 years. Permission doesn’t age well and these people have either changed email address or won’t remember giving their permission in the first place.
• You copy and pasted from the web. Just because people publish their email address doesn’t mean they want to hear from you.
Sure, some of these people might have given you their email address, but what’s missing is your permission to email them commercial messages.
Blasting promotional emails to any of these people won’t be effective, and as well as annoying them and potentially leaving a bitter taste associated with your brand, it will also get your MailOut account suspended through a high spam complaint rate.
What content MUST I include in my email?
Every email you send using MailOut must include the following:
• A single-click unsubscribe link that instantly removes the subscriber from your list. Once they unsubscribe, you can never email them again.
• The name and physical address of the sender.
How we’ll know if you don’t have permission…
MailOut has numerous layers of approval and monitoring to ensure you comply with our anti-spam policy. Here’s a few of them:
• Your acceptance is subject to approval by a member of our team, every email you send will be subject to our approval and of course guidance.
• Our software is directly integrated into the spam reporting systems for some of the biggest ISP’s like Hotmail and AOL. If you don’t have permission and someone marks your campaign as spam, we’ll know about it the moment that button is pressed. If you receive a complaint rate greater than 0.3% of all recipients (that’s 30 complaints for every 10,000 recipients) your account will be subject to review. This is a generous figure that takes into account false and accidental spam reports. Higher levels of complaints will result in accounts being locked or terminated.
• Our team verifies all large lists imported into our software. Until we’ve given it the all clear, you can’t send to it.
• We monitor blacklists and our abuse accounts all day every day. We can pinpoint who is causing us delivery problems or attracting complaints very easily.
• If we do discover that you’re emailing people without their permission, we will terminate your account with MailOut immediately.
In the end, it really is common sense. Take off your marketing hat and put yourself in your recipient’s shoes. If they don’t recognise who you are or aren’t interested in what you’re sending, they’ll think you’re a spammer and you’ll be wasting vital marketing budgets best spent elsewhere. It’s that simple. If you’re unsure, consider validating your data.
If you have any questions about our Anti-Spam Policy, require information about email validation or if you want to report spamming activity by one of our clients, please contact MailOut by the details below:
t: +44 (01)1332 203444