Due to the advent of e-mail marketing in the early 2000s, it became fairly evident that the new marketing platform was easily prone to abuse. Widespread reports of spam spurned the Parliament of Australia to pass a piece of federal legislation called the Spam Act 2003.
While the act, which has obviously been around for quite some time, may sound like something that effectively shuts down e-mail marketing, it actually only provides some fundamental rules, making things “safer” for both marketers and consumers alike. This also explains why e-mail marketing is still very much considered a vital component of any online marketing strategy here in the country today.
Enform has an Automailer product, which is specifically designed to abide with the stated rules of Spam Act 2003. It is a permission-based e-mail marketing tool which helps clients and customers keep in touch with each other, without resorting to illegal measures to attract subscribers.
The Spam Act 2003 essentially outlaws the sending of unsolicited commercial electronic messages with an Australian link. Messages with Australian links are those that originated in Australia, or are messages originating overseas, but sent to an e-mail address accessed within the country. The Act covers both single and bulk electronic messages, and encompasses instant messages, SMS and MMS, Internet pop-up ads, and fax messages.
In order to contravene the Spam Act 2003, Parliament outlined three rules for marketers to follow.
- Firstly, electronic messages for marketing purposes can only be sent to individuals who have expressed consent to receive such information.
- Secondly, marketers must make it clear who is sending the message, what the message is about, and how the sender can be contacted. Furthermore, such information must be accurate for no less than 30 days.
- Lastly, recipients of electronic messages must be provided with a clear option to unsubscribe from being part of a marketer’s direct e-mail list. Marketers are bound by law to provide unsubscribe facilities to their subscribers.
Each rule of course, has a number of specifics you may want to look up. More information can be found in the attached PDF image and as always, Enform’s just a call away if you need more on the subject.
Automailer & Spam Act Guidelines <—- CLICK HERE FOR THE FULL GUIDELINES