Email Marketing was already extremely challenging before all the host of new and often very complicated regulations kept rolling out. However, these regulations in place means people can have a great opportunity for reviewing their Email programs.
They also allow companies to not just fit the criteria but also traverse the gray area between their reputation and their practices that makes their Emails land in their clients’ inboxes. Regulations also mean that people no longer have to be constantly pestered with unwanted spam Emails. Let’s take a look at their details.
| Benefits of Email Marketing Regulations | Drawbacks of Email Marketing Regulations |
| Clients have full knowledge of which data is being collected and how they are used | Even small careless mistakes can prove very costly |
| Regulations help companies to not break the law | Companies are often fearful to think outside the box |
| Following regulations makes people trust in you | The legal cost increases rapidly |
| Regulations allow everyone to have complete clarity | Regulations make for a very rigid structure |
| Regulations mean that both clients and the companies are protected | Planning strategies becomes extremely complex |
| Regulations give smaller companies a chance to compete | |
| Regulations bring stability to the Email Marketing domain | |
| Adherence to the regulations gives companies legal cover |
Advantages of Email Marketing Regulations
- Client’s Consent :
The simple handling of data, personal to the clients, is not the only concern. It is also important whether they actually consented to the collection and use of that personal data. Having rules that govern the marketing via Emails, makes sure that the information is not ever collected or used without the full knowledge of the clients.
- The Law :
In a host of countries across the globe, stringent Email laws have been put into place to protect people from the constant nuisance of spam Emails, online frauds, etc. Adherence to a predetermined set of guidelines also means that organisations are protected from unknowingly breaking the law during one of their Email Marketing Campaigns.
- Trust :
The Email Marketing Regulations instill a certain sense of confidence in people. They are well aware of fraudulent behaviour on the internet. So whenever they see a company that completely follows the regulations guarding Email Marketing, they are inclined to trust that organisation over the others, creating a strong and loyal customer base.
- Clarity :
A well-defined set of regulations means that all parties know exactly what their rights are. Clients know exactly exactly what information and how much of it may be needed by companies. Companies know which guidelines to follow when planning a campaign, what they can ask from clients and how they can use it etc. There is absolutely no confusion.
- Protection :
One of the main benefits of having Email Marketing Regulations is protecting the clients. The advent of the age of the internet has seen an astronomical increase in the number of scams and frauds that people have to face online. The regulations make sure that no unwanted third party can pose as a company and hurt people.
- Even playing field :
The regulations pertaining to Email Marketing make sure that even smaller companies, startups, etc. get a bite at the cherry. Generally larger organisations with their financial muscle and heavy manpower tend to dominate the Email Marketing domain. But with regulations in place the smaller ventures are not completely obliterated and get a chance to compete.
- Stability :
Regulations keep a semblance of stability in the Email Marketing domain. In the absence of rules any organisation can technically do anything they want and they would not be held accountable for their actions. This is why spam mail, internet frauds, etc. were in vogue before a host of regulations were put in place to govern Email Marketing.
- Legal Cover :
In case there are regulations, companies have a great chance of keeping themselves free of liability in case someone, especially their staff, break them. Companies can simply make the predetermined regulations their own regulations for Email Marketing and abide by them. Then even in the case of any of their own staff defaulting, the company is legally covered.
Disadvantages of Email Marketing Regulations
- Getting sued :
Having regulations in place means each and every organisation has to be immensely careful to follow each and every one of the clauses perfectly. In case they default on any of them or their actions are misidentified to be infringing on the regulations they can get horribly sued and/or have to pay huge fines to avoid a hearing.
- Instilling fear :
Though regulations are necessary, Email Marketing requires organisations to get creative with their campaign designs and Email sending methods. However, the regulations can play a huge spoiler for several of their plans. Often companies are simply too scared to digress from the normal tracks, so that they do not somehow break the law.
- Legal Cost :
Regulations in Email Marketing are very tricky. In the present day crimes online have become severely punishable and the organisation found guilty might have to pay incredibly huge fines apart from their reputation being destroyed. Also, organisations always need to keep a legal team on hire to make sure no regulation is infringed upon, again incurring huge costs.
- Rigid structure :
Regulations in Email Marketing can be pretty binary and thus inflexible, making it extremely difficult for the organisations to implement any kind of change. In the event of trying to introduce any new concepts in the framework, companies can discover that there are regulations in place already that will be encroached upon if they try to make the change happen.
- Devising Strategy :
Planning out the strategy for your Email Marketing campaign(s), can become extremely complex, time-consuming and even costly. You cannot simply implement your ideas. You have to make sure all of your ideas are in compliance with the regulations and that they are still innovative enough to stand out from the rest, meaning a lot more man hours.
So as we can see having regulations for Email Marketing brings with it a host of different problems. But in the absence of regulations it can be a complete haywire situation and in case anything goes wrong there will be no way to rectify that mistake. So arguably it is better to have proper regulations that clearly stipulate how you can carry out your Email Marketing campaigns.
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“Business, marketing, and Branding – these three words describe me the best. I am the founder of Burban Branding and Media, and a self-taught marketer with 10 years of experience. My passion lies in helping startups enhance their business through marketing, Branding, leadership, and finance. I am on a mission to assist businesses in achieving their goals.”