Projects Director at Orangutan Studio
09 August 2006 20:11pm
Clearly opt-ins can only be provided by the user herself, rather than nominated or implied as part of someone else's preferences. With this in mind, what would Best Practice dictate can be done with extra email addresses submited by one customer during a group booking purchase (for example when booking an event for oneself plus several colleagues)? Is there any legal way these customers can be contacted for non-purchase-related reasons, if only to ascertain their marketing preferences?
E-Business Consultant at Dan Barker
10 August 2006 17:10pm
what about - at the booking stage - including a checkbox asking the booker if they'd like a confirmation email to be sent to all group members.
if the checkbox is selected, send the email out to all group members confirming the booking, with a link back to your website showing more info on the show/event. include a prominent (maybe even incentivised) call to action for them to opt in to your email list.
11 August 2006 09:37am
Sounds a bit like the rulings on 'viral' email systems or refer-a-friend forms. It's OK for the end user to nomminate to have an email sent to their friend, not much different than them sending the email themselves.
What's not allowed is for you to store and carry out further processing on their personal data. In short, send it, but don't store their email afterwards.
The DMA or the Data Protection Registrar are usually very helpful on giving guidance in these cases.
11 August 2006 15:55pm
Cheers all. Definite similarities with viral rules, so perhaps by requestng (via confirmation email) that nominees check their details online, it is possible to present the opt-in statements to them and continue from there...
The Email Marketing Beginner's Guide is a starting point for those who want to discover what email is all about. It is free to Econsultancy Bronze members (registered users) and higher.
Econsultancy's Email Marketing Best Practice Guide is a comprehensive document that will help you understand everything you need to know about this complex channel. It is ideal and recommended reading for either agencies, suppliers or in-house client teams.
Free market research on digital marketing
Daily Pulse: award winning newsletter
It takes 30 seconds to register