Sending an email to customers that you think is a service message but is in fact a marketing one could be costly for your business.
Just ask Amex who got into big trouble when they sent 4 million messages in 2018 and 2019 to their customers believing them to be service messages.
So what happened you ask?
Well, Amex sent messages detailing the rewards of using their card for online shopping and encouraging customers to download their app to make the most of their card.
They said clients would be disadvantaged if they were not aware of the best way to use their cards. However, the ICO disagreed and fined them …
… £90,000!
Pocket money to Amex, but I dare say a bit more painful for you.
You see, even marketers get confused about the rules on marketing emails and make the wrong call on a campaign, like those at Amex.
The first step is to know the difference between a marketing communication and a service one.
Marketing has a very wide definition, and it can be very easy to think you are just being helpful to your customers by explaining the benefits of your product or service they have, but this will be marketing comms, not a service one.
On the other hand, if you have updated the terms and conditions of that product or service, then you need to tell your customers and this will be a service message.
HOWEVER…
This is often not black and white, as Amex found out, so it’s important you get this right.
How can you make sure you get it right?
Consult an expert.