This year I have been going to a lot of meet ups and conferences. At these things there is good advice, great advice but also terrible advice.
People that give you bad advice are not necessarily bad people. Mostly they are ill informed or don’t have enough experience. A lot of people in eCommerce learn what is good advice by making mistakes. This is a natural process and if you do it with YOUR OWN business operation, you are only hurting yourself.
What I fear is good people giving bad advice to OTHER companies. I see a lot of this.
Here is a recent example of bad advice given at a meet up:
You can use the email addresses from eBay/Paypal to re-market to your customers.
Lets check the paypal user agreement first under Restricted Activities:
You must NOT:
u.Disclose or distribute another User’s Information to a third party, or use the Information for marketing purposes unless you receive the User’s express consent to do so;
Using guidance from The ICO:
There is no restriction on sending solicited marketing – that is, marketing material that the person has specifically requested.
A customer submits an online form requesting a double glazing quote. Sending this quote to the customer is solicited marketing, but any further contact would be unsolicited.
If the marketing has not been specifically requested, it will be unsolicited.
When he requested the quote, the customer also ticked a box opting in to receiving information about future home improvement offers. A few months later, the company sends an email with details of a new promotion. This is unsolicited marketing, because the customer did not contact the company to specifically request information about current offers.
Want more advice on building up you email lists & email marketing? Check these links:
As a final warning on the matter, this is what a good friend did when HE got unsolicited email:
What else can happen if you are found in breach of these laws?
1. A fine of up to £5000
2. Civil liability to anyone who suffers damage as a result of the breach
3. Your Internet Service Provider can pull the plug
4. Your website hosting company can refuses service
5. Black listed and blocked by major internet companies inc search engines (yes, this means the mighty Googly will hate on you)
It is not worth it, build up your email list the real way!