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POPI and Email Marketing

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What the Protection of Personal Information Act means for Email Marketers

Text of POPI and Email Marketing

  • POPIPROTECTION OF PERSONAL INFORMATION ACT POPIPROTECTION OF PERSONAL INFORMATION ACT What does this mean for email marketing? Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • RESPECT AND PROTECT PERSONAL INFORMATION RESPECT AND PROTECT PERSONAL INFORMATION Customers Prospective customers Employees SuppliersCommunities Corporate Entities 11 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • IF YOU DONT COMPLYIF YOU DONT COMPLY Reputational damage Lose customers & fail to attract new ones Pay out millions in damages to a civil class action Be ned up to R10 million or face 10 years in jail 2 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • ITS LAW, BUT YOU HAVE ONE YEAR GRACE PERIOD FROM COMMENCEMENT DATE ITS LAW, BUT YOU HAVE ONE YEAR GRACE PERIOD FROM COMMENCEMENT DATE 3 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • STORAGESTORAGE Specic business purposes Explicit consent (opt-in) 4 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • DATADATA Kept up to date Get updates Delete dormant / unused lists Keep unsubscribe lists for ltering 5 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • PROCESSINGPROCESSING Keep records of everything you do with the personal information 6 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • SAFETY AND SECURITYSAFETY AND SECURITY IP Locks Passwords System access 7 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • DATA HELD OUTSIDE OF SADATA HELD OUTSIDE OF SA Need to get consent if data is outside of SA Can put in a clause in Ts and Cs Add to footer Refer to it in newsletters 8 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • GET CONSENTGET CONSENT Ok to send initial opt-in email No permission means no further communication Double opt-in tactic is recommended But you should ALWAYS allow subscribed contacts to unsubscribe 9 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • GENERAL VS SPECIFIC CONSENTGENERAL VS SPECIFIC CONSENT Need consent for direct marketing of specic products/services Initial communication should be wide enough to include all future ranges 10 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • WHAT ABOUT EXISTING CUSTOMERS?WHAT ABOUT EXISTING CUSTOMERS? Direct marketing is allowed without the need of explicit consent But all other rules still apply And you can only market similar products and services 11 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • TRANSPARENCYTRANSPARENCY All communication must indicate the identity and contact details of sender Include a complaints link 12 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • BUYING OF DATABASESBUYING OF DATABASES Vendor must have consent General rule: dont accept databases unless you know they have explicit consent. 13 Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za
  • Facebook.com/Everlytic Linkedin.com/company/everlytic Twitter.com/Everlytic Tel : +27 11 447 6147 Email : [email protected] Web : www.everlytic.co.za 14 SOCIAL MEDIASOCIAL MEDIA Social media is compliant with POPI due to people having to opt-in

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