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It’s not the Law but Practices: Email Marketing Rules in India
At its core, email marketing is a tool for direct marketing that uses internet media to reach-out to the customers/users for the delivery of commercial messages. If used effectively, email marketing is the oldest and yet the most powerful tool for permission-based marketing.
E-mail marketing can used to promote, advertise a commercial product or service through electronic communication. There are various rules to comply with the law for doing the email marketing but India is one of the rare country in the world which still lacks any law for email marketing.
(Source - wikipedia )
But there are few points which we consider when doing email marketing in India even though there are now principles defined by our Government for doing so. But to prevent any legal in other parts of the world we must follow few standard guidelines which comes under the CAN-SPAM Act of United States. (Source – ftc.gov). These guidelines are as follows
1. Must provide the “From” details to the receiver of the mail
Whenever you are composing a mail, you must provide the details of your brand name and from where the mail is coming. The “From,” “To” and “Reply to” labels must tell the receiver where the email is coming from.
2. Don’t provide a misleading subject line
The subject of email tell the receiver what this email is all about. Don’t try to be deceptive in subject line. Don’t Spam the email service providers with the wrong subject title. Provided below are few subject lines which doesn’t specify their clear message
3. Inform the user that “it is an AD”
Dear User, It is an advertisement. Acknowledging the user that the email is an ad. It is not always necessary that the user has intended to receive the advertisement. It is recommended for Every user to must have opt-in for the emailer of your brand.
4. Give an address Tell recipients your Physical Address
Your email must include your valid postal address. This can be your current street address, a post office box, your district, your state you’ve registered with the Indian Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency. Providing your address shows your credibility to the user, and offers the alternate way to recipients to opt-out or remain intact with your newsletters.
5. Every email needs an easy opt-out option
Your subscribers must be able to easily opt-out (or unsubscribe) from your messages. You have to give this option to your subscribers in every message you send. At the bottom of the email, you can provide a link to unsubscribe. The process should be easy too; that was one of the additions to the law in 2008. Here’s an example of an opt-out option.
6. Priority must also be given for opt-outs quickly
If your subscriber is not interested for further emails don’t keep them hanged in your mailer database. It is a standard practise to remove it within 10 days of opt-out request. Opting out of email services should also not involve any charges or must not also ask for any personal information like physical address or mobile numbers. It is also a responsibility of your brand to not sell the customers information to any third party post opt-out request.
7. Monitor what others are doing on your behalf
If you are running your email services with another company which works on your behalf, you will still be held responsible if the company breaks any of these rules.
Both the company whose product is promoted in the message and the company that actually sends the message may be held legally responsible.
If your business needs the responsive emailer design for your website and services, kindly drop your queries to our desk at akakmisra@gmail.com.