The spam ban in the Telecommunications Act
Sending e-mailings has many benefits. For example, an e-mailing is easy and quick to create, its sending is inexpensive (no printing and postage) and the results are easily measurable. For these reasons, organizations overwhelmingly sent e-mailings with a commercial message. This ended up irritating the recipients quite a bit. To reduce this irritation, an outright ban on spam was included in the 2009 Telecommunications Law. According to the legislation, it is forbidden, to cause nuisance with unsolicited commercial electronic messages. When is it okay to inform your target audience through an e-mailing? What rules apply to e-mailing?
Explicit consent is required
Single opt-in or double opt-in?
A single opt-in as described above is mandatory. Double opt-in is not mandatory but it does have advantages. A double opt-in means that the people you have a single opt-in from have confirmed the signup once again by clicking on a confirmation link you sent via email. Now you are even more certain that the recipient has given consent and that the single opt-in email address entered is an existing and current email address. Therefore, a double opt-in results in a lower bounce rate and a higher open rate.
What should your emailing meet
If you are sending an e-mailing to individuals for whom you have explicit permission, there are a few more points your e-mailing must meet. First and foremost, it should be clear who the e-mail is coming from. Your organization’s name should be reflected in the sender name. In addition, your logo and company name in the email should match the sender name. The recipient of your e-mail should also be able to unsubscribe easily. For example, you can place an unsubscribe link at the top or bottom of the email.
