… which you can avoid
Promoting new products and services can be challenging, right?
Choosing the right channel for your business, audience, and offerings is no easy task.
A popular option is email marketing—it’s cost-effective and allows you to reach a wide audience.
You can create captivating copy tailored to engage your ideal clients.
But wait! Before hitting that “SEND” button, remember the rules.
Let me tell you about Bob.
Bob is the CEO of a thriving tech company specialising in solutions for other businesses.
His marketing team gathered to brainstorm ideas for promoting a new service they’d developed.
One suggestion caught their attention: sending an email to their loyal clients and suppliers, treating them to exclusive offers and discounts.
It sounded like a brilliant way to reach their entire network, so they crafted a compelling email and eagerly pressed “SEND”.
However, instead of the positive feedback and requests for more info they expected, they received complaints from some of the recipients asking, “Why have I received this email?”
The marketing list included clients and suppliers without considering their business types.
While it’s acceptable to send marketing emails to individuals associated with limited companies without their prior consent, the same cannot be said for sole traders. As unincorporated businesses, they are treated similarly to consumers and require prior permission to receive such emails.
Bob swiftly took responsibility for the mistake, sincerely apologised to the affected individuals, and promptly removed their details from the email marketing list.
Determined to avoid similar mishaps in the future, he implemented stronger procedures and provided training to his team on compliance.
Fortunately, the repercussions for Bob’s company were not severe this time, but it reminds us that we need to know and apply the rules properly in our businesses.
If you’re unsure or want to discuss legal compliance in your marketing, you know who to ask, don’t you?