Everything you need to know about the state of cold email marketing in 2018.
Consumer rights and privacy laws have become a hot topic over the last decade, with countless brands having to adapt in order to still reach and engage with their customers.
In 2003, the CAN-SPAM Act was signed into law and is one of several policies that have forced marketers to change their approach to digital marketing.
According to a study by Sales Force, for every $1 that you invest in email marketing, you will receive an average of $38 in return, which probably has something to do with the 3.7 billion global email users.
Basically, email marketing is here to stay but how we use it has changed, with cold emailing being one of the biggest debates.
Simply put, the CAN-SPAM Act was enforced to make it harder for brands to send unsolicited emails to users, while also ensuring that the emails that are reaching consumers aren’t misleading.
In the past, many brands and businesses also simply didn’t give subscribers a way to opt out of receiving communications from them, but the Act has now made it illegal to not include an unsubscribe link in all email communications, giving consumers more freedom to choose which brands they want to hear from.
With that being said, where does cold emailing fit into all of this if you’re contacting customers that you have no prior relationship with?
The good news is that cold emailing is not illegal but there are some stringent requirements that your emails will need to meet to avoid being marked as spam.
Over the last few months, businesses everywhere have been rushing to comply with The General Data Protection Regulation.
So what should you know about GDPR versus CAN-SPAM and are there different requirements that need to be met if you’re launching a cold email marketing campaign?
Firstly, even if you’re located in the United States but have offices, employees or customers in the EU, GDPR applies to you. Basically, if you are handling data of people in the EU, you need to be GDPR compliant.
One of the key differences between the CAN-SPAM Act and GDPR is opt-out versus opt-in laws. Under the CAN-SPAM Act, brands can keep emailing consumers until they opt-out. However, if you are emailing someone in the EU, they have to have opted to receive email communications from your business if you want to contact them. Simply put, if they didn’t explicitly indicate that they want to receive emails from you, you cannot contact them or you will be fined.
If you have a US-only email list, here are a few cold email best practices that will help enhance your campaign results.
By approaching your cold email marketing strategy with your customers in mind, you can’t go wrong.
Will you be putting more budget and resources towards email marketing this year?