Keeping GDPR Compliant With ReachMail

On May 25, 2018 the European Union’s new privacy law,  General Data Protection Regulation, GDPR, goes into effect.  Even if you’re a US based marketer – you’re still required to comply if you have any European Union based subscribers on your list. The intent is for all parties who handle personal data – not just you, but partners like ReachMail, need to affirmatively respect and manage the privacy of consumers. Here’s how ReachMail complies with GDPR.

The permission requirements are generally more strict than may come to expect. According to Litmus - the five most important criteria to decide if the subscribers permission is valid is:

  1. No “pre-checked” opt-in box. The subscriber actually has to tick the box in order for their opt-in to be considered permission.
  2. Keep consent requests separate from “Terms and Conditions”. In other words – don’t lump in the opt-in process along with the signup process where the customer has to agree to opt-in along with your terms. It must be a separate process. So a customer can do business with you and not opt-in to your list.
  3. Make it easy to withdraw consent. If you use ReachMail then you can be assured we include an opt-out link on every email. Litmus also mentions that you can’t make people log-in or visit more than one page.
  4. Keep evidence of consent. If you use ReachMail we automatically track the IP address and Country Code when someone signs up using your sign up form.
  5. Check your consent practices and existing consents. Here Litmus recommends that if you don’t have permission that is compliant with GDPR then you need to do a re-engagement campaign.

However, we don’t recommend using a re-engagement campaign as a means to get affirmative permission. In our experience sending an email out requesting permission typically generates extremely low permissions (on the order of 1-2%) and extremely high spam complaints.  Instead – review your subscriber list and analyze the permission status of each subscriber. Divide it into two parts – part 1 would be subscribers where you can document some sort of permission from the recipient. Part 2 is for all others. Based on your experience – if you have significant doubts about the permission status of part 2 we recommend to no longer market to that list. Why not send a re-permission request to those subscribers? I’ll give you an example of the numbers. If you had 1,000 subscribers in part 2 – a re-permission would yield probably 10 affirmatives. Your future deliverability would also be jeopardized because of the spam complaints. In the end the risk outweighs any possible reward.

To help make this processes easier we have included a country code field that populates off the geolocation of the IP address whenever someone clicks or opens one of your messages or if they sign up using a ReachMail sign up form. Using this field we have added two segments when you schedule and send messages by default called With European Country Code and Without European Country Code. Using these predefined segments in ReachMail will be able to better assist you in getting your list GDPR compliant today.

Getting Your Emails Out Of Your Subscribers’ Junk Folders

One of the advantages of living in this technological age is having the benefit of email control and management. If you’re engaged in  or any kind of personal or business activity that involves bulk email sending, you need to understand how to control your emails for maximum deliverability. For the most part, that entails keeping your emails from going straight to the spam/junk folder on your recipients’ end. The first step in avoiding this is to understand why emails go to the spam folder.

Why Do My Emails Go to Spam?
There are many factors that play into whether your email is delivered to your subscribers’ inboxes, or whether it gets automatically sent to the spam or junk folder.

  1. Your subscriber isn’t actually a subscriber. In this scenario, your recipient never agreed to receive your emails. The individual didn’t subscribe, or he or she may not have even provided you with his or her email address. Maybe you got the address from a bad mailing list you purchased, or curated it yourself. Either way, you aren’t getting your intended result from your email campaign. Purchased lists are never a good idea, they contain spam traps that will sabotage your delivery.
  2. Your subscriber hasn’t added you to his or her “safe senders” list. Most email platforms today (Outlook, Gmail, etc.) allow users to create a safe senders list. This is a list of all the email senders that have been pre-approved to send emails to that user. If a valid subscriber has rules in place to prevent spam or junk mail, but hasn’t added you/your company to his or her safe senders list, your email could be circumvented to that person’s spam/junk folder (even though he or she wanted to read your email).
  3. You’re email content/offer is not compelling to your subscribers – Check your metrics. If you’re open rate is trending downward re-think your content. Better yet – test new content with A/B Testing tools to see what does resonate with your subscribers.
  4. Your email contains bad links or a blacklisted domain. These days, ISPs provide lots of built-in protection for their customers — including blocking emails that potentially contain viruses and/or spam. If your email contains suspicious links or blacklisted domains, your email could go straight to the spam/junk folder without your subscriber ever being aware that you attempted to email him or her. Use a spam checker tool to find bad links.

Stop Emails Going to Junk
You can prevent emails going to spam by instigating opt-in practices, asking subscribers to add you to their safe senders list, and vetting embedded links and domains. You can further increase your deliverability rates by eliminating addresses with expired domains, implementing re-activation campaigns and partitioning/categorizing your email lists for better management. These are all active steps you can take to stop emails from going to junk. What’s more, they can all be provided by ReachMail, helping to grow your business as well as your email success rates.

There are lots of other reasons why your emails might go straight to spam/junk. One of the most powerful steps you can take to avoid this is to enlist the help of a qualified bulk email service provider, ReachMail. ReachMail has integrated practices in place to help you reach high deliverability rates to prevent email from going to spamContact us today to learn more.

The Many White Label Services Companies Can Offer

White label email marketing is not a new concept. White label services like email marketing, app development, SEO development, and e-commerce management are tried and true staples for many modern, tech-oriented businesses and agencies. Over time, white label service has expanded into many aspects of business in astounding and often unpredictable ways. Hundreds of companies now offer a near countless array of services to clients, relieving those clients of the burden of developing, mastering and bank rolling new offerings.

In the graphic below, we’ve attempted to compile the most extensive list of white label offerings on the Internet. Enjoy!

White Label Company Infographic

Time is money, and you don’t want to waste time or money by reinventing the wheel. It can take years of study and experience to be proficient in areas that require special knowledge, such as legal and financial matters. Considering the high-stakes of these disciplines, legal and financial work is best left seasoned professionals. Offering white label legal support and consulting services allows companies to focus on developing products and customer relationships instead of also trying to figure out complicated legal issues. White label financial products can offer a second layer of protection for both the company and the consumers by letting the financial experts do what they do best.

Another benefit of white labeling outside products and software is that a company can fully customize how their brand is built and targeted. For example, by using a reputable white label IT infrastructure product and device security software, a company can make itself more appealing to customers in which secure access and solid IT foundation are the top priority, such as banking institutions. Being able to tailor the available services to a company’s brand allows control over how the company markets itself.

Customers are attracted to ease-of-use and “one-stop-shop” solutions. By offering white label products, companies can leverage an à la carte approach to building their services, along with fine customer bases too. With a white label product, a company can provide solutions to more customer needs, which will create stronger relationships and bigger market share, without adding personnel and overhead for the company.

In the age of the Internet, there is indeed a market for anything that can be thought of. White labeling allows the building blocks of business and commerce to be more widely available and accessible, and that positively benefits the consumer.