Email Marketing Sequencing and Segmenting

Presented by Mike Clay on 05/14/2018 2:00pm

Email Marketing: the good, the bad, the Sender Score. Understanding why not all providers are created equal and how to build automation sequences that grow your business.

Email Privacy and Legal Concerns

In the US, there are more than 20 different laws that are already in place regarding email marketing and/or privacy concerns. You are probably most familiar with HIPPA, CAN-SPAM, ICANN, GLBA, FCRA and maybe even TCPA.

HIPAA (Health Insurance Portability and Accountability Act of 1996) is United States legislation that provides data privacy and security provisions for safeguarding medical information. ~U.S. Department of Health & Human Services

The CAN-SPAM Act, a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations. ~Federal Trade Commission

ICANN (The Internet Corporation for Assigned Names and Numbers) is a nonprofit organization responsible for coordinating the maintenance and procedures of several databases related to the namespaces of the Internet, ensuring the network's stable and secure operation. ~Wikipedia

The Gramm-Leach-Bliley Act (GLB Act or GLBA), also known as the Financial Modernization Act of 1999, is a federal law enacted in the United States to control the ways that financial institutions deal with the private information of individuals. ~TechTarget

The Fair Credit Reporting Act, 15 U.S.C. § 1681 (“FCRA”) is U.S. Federal Government legislation enacted to promote the accuracy, fairness, and privacy of consumer information contained in the files of consumer reporting agencies. ~Wikipedia

The TCPA is codified as 47 U.S.C. § 227. The TCPA restricts telephone solicitations (i.e., telemarketing) and the use of automated telephone equipment. TheTCPA limits the use of automatic dialing systems, artificial or prerecorded voice messages, SMS text messages, and fax machines. ~Wikipedia

Legal matters surrounding privacy are even more strict in other countries like Canada.

Most recently, GDPR has made its way into the headlines imposing a rather quick enforcement of new privacy laws throughout Europe.

You must be aware of these laws and restrictions, wherever you are in the world and it is your responsibility to do your due diligence and apply them. We recommend contacting your legal advisor to determine how to apply the laws that are applicable to your situation.

We are neither experts in the privacy laws or attorneys able to provide you with the best legal practices for you or your business. Our focus will be on how to ensure that the email marketing campaigns that we build will have the best possible chance of reaching the people who have expressed interest in what we have to offer and are currently in our email lists.

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Presenter Bio: Mike Clay

Mike Clay is a Digital Marketing Consultant. Mike founded Clay Digital Consulting - an Atlanta based firm of Marketing Consultants, in 2013.

His team is highly trained in Digital Marketing and Branding. With skills ranging from graphics design to Neuro-Marketing, they push the limits to the cutting edge and work to be the innovators in the Digital Marketing industry.


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