from Hacker News

Email marketing regulations around the world

by 02thoeva on 10/18/19, 3:30 PM with 59 comments

  • by United857 on 10/18/19, 4:54 PM

    I usually opt-out of all marketing emails whenever I can, but my pet peeve is when e.g. my bank tells me about a new feature in their mobile app or something otherwise trivial, and claims it's a "important account-related" email that I can't opt out of.

    To me, important is "We saw $5000 charges to your account from Elbonia, can you verify?". "Download our new app with new redesigned UI!" is not.

  • by singron on 10/18/19, 6:54 PM

    I was reading CAN-SPAM and I came across the definition of "electronic mail message" in 15 USC § 7702(6)

    > The term “electronic mail message” means a message sent to a unique electronic mail address.

    Note that it doesn't specify anything about SMTP or any specific email protocols besides the address. I wonder if messaging systems that use email addresses as identifiers might unintentionally be subject? E.g. Ads shown through Facebook custom audiences with email address lists.

  • by mobjack on 10/18/19, 10:03 PM

    Email spam has went down mostly from self regulation.

    ISPs are vigilant about blocking IP addresses with bad spam reputation. They also block IPs that have a sudden surge in volume.

    Email marketers have to manage their own IP address reputations to be effective. If too many people mark your email as spam, then the IP could be blacklisted.

  • by moaw on 10/18/19, 3:55 PM

    Something I've searched for clarity on but have never been able to find is differentiating between notifications and marketing email.

    If you join a social network, does that network need to get your explicit consent to email you notifications about events or actions that might happen on the platform such as a new followers, connection requests and so on? I understand that they would need to for marketing related emails like recommendations on who to follow etc but do event / action notifications fall into that same marketing category?

  • by cabaalis on 10/18/19, 7:28 PM

    CAN-SPAM has worked well in that I generally don't get random spam anymore. But, the cold marketing emails. Woooooow, the cold marketing emails. Several of them, Every. Day. It's epidemic in my inbox.
  • by Sir_Cmpwn on 10/18/19, 7:40 PM

    If you read this as a guide for how to do email marketing (which the authors, an email marketing company, clearly want you to do), then you're part of the problem. These regulations don't exist for you to edge up to the line and spam people within their margins. Spam is still spam, and anyone who sends it is an asshole. That's all there is to it.
  • by ceejayoz on 10/18/19, 4:30 PM

    Shouldn't this mention the CCPA? And the EU more broadly than just Germany and the UK?
  • by techntoke on 10/18/19, 5:38 PM

    If only USPS had similar regulations, but instead they are proud to sell your information to companies for spam mail.
  • by bduerst on 10/18/19, 4:35 PM

    This is great. Can someone do it for direct mail marketing as well? It's more of a mine field than email.
  • by chrisMyzel on 10/19/19, 4:25 AM

    What if I send a similar offering to someone looking for explicit contact e.g. a Job Offer with a contact email receives a mail from me with a remote service instead of a in person worker
  • by WA on 10/19/19, 7:13 AM

    I think the "Consent required" column for Germany is wrong. Just because you have an existing business relationship doesn’t allow you to send marketing emails. Marketing usually requires an additional opt-in (under GDPR). Although in practice, I see this being violated quite often. Correct me if I’m wrong.
  • by Geee on 10/18/19, 5:48 PM

    In B2B the rules are bit different at least with GDPR. Direct sales / marketing via email is possible without any consent or previous relationship. It has to be targeted to the right person in the company (the person who makes decisions about buying whatever you're selling).
  • by paulie_a on 10/18/19, 5:16 PM

    You can basically do what ever you want want with minimal if any repisal

    It takes 7 business days to get removed. My ass. It's an instant transaction or the company is incredibly incompetent.

  • by nategri on 10/18/19, 8:20 PM

    Wow turns out email marketing is illegal everywhere. That's what it says, so no need to read it for yourself.