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01 May 2015

Minding Your Ps and Qs in Email Marketing

Email marketing isn’t going anywhere. In fact, it’s thriving. As The Drum reported late last year, email marketing spend in the US is projected to reach $3.1bn by 2019, up from $2.1bn in 2014. Driving much of this growth is consumers’ increasing preference to open – and act on – emails from their mobile devices. Fifty three per cent of total email opens occurred on a mobile phone or tablet in Q3 2014, according to Experian, while email is now the second-biggest marketing channel for mobile purchases.

Clearly, we’re in a period of email renaissance.

As email marketing budgets increase, it’s important that marketers have a proper understanding of the difference between email marketing best practices and email marketing laws and regulations. This is especially true now that the US is nearly alone amongst developed countries for its continued allowance of opt-out email policies. Almost all other developed nations have adopted laws and regulations requiring that companies receive prior opt-in consent before sending marketing emails, following Canada’s switch in 2014.

Minding your Ps and Qs when it comes to email marketing best practices and laws is imperative. As more commercial emails are sent each day, and consumers are increasingly tethered to a digital device for nearly all-day access to email, the onus is on digital marketers to ensure they follow not only the letter of the concerning commercial emails, but that they also follow an ever-evolving set of email compliance best practices.

Read the full article in The Drum

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