E-mail is probably the most established digital channel and there is even discussion that it has had its day, although I do not expect it will disappear in the coming few years. As it is a mature channel, the regulation is fairly well established. Having permissions from your recipients is vital and most companies have databases with clear marketing permission flags. Collection of this permission is also fairly standardized with the opt-in and opt-out routes.
How these can be implemented differs regionally and, again, I would recommend you understand the implications fully if e-mail (or data collection as a whole) is a part of your strategy. Including unsubscribe options, implementing preference centres and automating your content strategy are all routes to ensure that your recipients receive and continue to receive what is truly relevant to them.
There is no benefit in sending e-mails to consumers who are not interested, simply because you can. Viral marketing and regulation Finally a quick look at viral marketing. This is the ultimate goal of many social campaigns and has been a buzzword in digital marketing for many years now. It is a bit of a dark art, although there are of course themes that we can extract from successful viral campaigns.
The key point to remember here is that regulation, or at least guidance, exists in many regions that dictates that companies should ensure any encouragement of promotion is clearly positioned as such when asking individuals to pass on messages. This is to stop companies from using their customers to get around marketing regulations by asking them to pass on your messages for you without the necessary regulatory wording.
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It is important therefore that anyone passing on a message should be asked to ensure that the person they are passing it on to would be interested in the message. This in turn ensures that they are not just spamming their friends in exchange for some benefit from the company.
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