View
313
Download
5
Category
Tags:
Preview:
DESCRIPTION
What the Protection of Personal Information Act means for Email Marketers
Citation preview
POPIPROTECTION OFPERSONALINFORMATIONACT
POPIPROTECTION OFPERSONALINFORMATIONACT
What does this meanfor email marketing?
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
RESPECT AND PROTECTPERSONAL INFORMATIONRESPECT AND PROTECTPERSONAL INFORMATION
Customers Prospectivecustomers
Employees
SuppliersCommunities
CorporateEntities
11
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
IF YOU DON’T COMPLYIF YOU DON’T COMPLYReputational damage
Lose customers & fail to attract new ones
Pay out millions in damages to a civil class action
Be fined 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 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
IT’S LAW, BUT YOU HAVEONE YEAR GRACE PERIODFROM COMMENCEMENT
DATE
IT’S LAW, BUT YOU HAVEONE YEAR GRACE PERIODFROM COMMENCEMENT
DATE
3
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
STORAGESTORAGESpecific business purposes
Explicit consent (opt-in)
4
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
DATADATAKept up to date
Get updates
Delete dormant / unused lists
Keep unsubscribe lists forfiltering
5
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
PROCESSINGPROCESSINGKeep records of everything you do with the personal information
6
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
SAFETY AND SECURITYSAFETY AND SECURITYIP Locks
Passwords
System access
7
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
DATA HELD OUTSIDE OF SADATA HELD OUTSIDE OF SANeed to get consent if data isoutside of SA
Can put in a clause in T’s and C’s
Add to footer
Refer to it in newsletters
8
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
GET CONSENTGET CONSENTOk 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 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
GENERAL VS SPECIFIC CONSENTGENERAL VS SPECIFIC CONSENTNeed consent for direct marketing of specific 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 6147Email : sales@everlytic.comWeb : 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 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
TRANSPARENCY TRANSPARENCY All communication must indicate theidentity and contact details of sender
Include a complaints link
12
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
BUYING OF DATABASESBUYING OF DATABASESVendor must have consent
General rule: don’t accept databases unless you know they have explicitconsent.
13
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
Facebook.com/Everlytic�Linkedin.com/company/everlytic�
Twitter.com/Everlytic� Tel : +27 11 447 6147Email : sales@everlytic.comWeb : www.everlytic.co.za
14
SOCIAL MEDIASOCIAL MEDIASocial media is compliant with POPI due to people having to opt-in
Recommended