Email addresses using co-registrations?

05.08.2009

Successful marketers know that it is not the total size of the mailing list that leads to campaign success, but rather whether the right people are listed there.

 

Some companies employ specialised agencies that promise to help build up a mailing list very quickly. Some of these agencies entice new customers with the promise of “more than 40,000 new subscribers every month”. How is this possible and is it even legal?

 

Most co-registration providers often couple the consent to receive email advertising with participation in a competition or another service. However, internet users are more often than not unaware of this. This is because the relevant information is frequently buried deep in the general terms and conditions or terms of participation.

 

Now, be honest – do you really ever read these indigestible texts? If you did, you would probably only learn that you will receive email advertisements from some vague “partner companies” in the future.

 

Since the amendment to the German Data Protection Act (BDSG), what was previously simply a mean gesture towards the recipient and resulted in many spam complaints is now illegal.

 

New state of play due to BDSG amendment

Since the BDSG amendment, the recipient must give their explicit consent before they can receive email advertisements. Implicit consent by participating in an online service or competition or by accepting the general terms and conditions or terms of participation is no longer valid. Furthermore, sweeping statements referring to partner companies are also prohibited. Instead, all companies from which email advertising may be expected in future must be listed by name.

 

I find it incomprehensible that many co-registration providers forgo the tried-and-tested double opt-in method. Without this method, it is sometimes impossible in the event of a dispute to prove that permission has been obtained. And without this proof, co-registration cannot be implemented without being illegal.

 

Conclusion

Unfortunately, there are still some black sheep among address providers. These providers and their customers are often much-maligned in Internet forums on the subject of spam. Do you really want to risk the reputation of your company with such addresses?

If you want to use co-registration, take a closer look at your address provider:

-     If the provider is operating co-registration primarily using competitions, I would strongly discourage using them.

-     Find out exactly how permission can be proved. Ideally, check the co-registration pages of the address provider to make sure that advertising permission was explicitly obtained and that the partner companies are listed in detail.

-     Always base your campaigns on a double opt-in.

-     Take a look at the reference list: Does it include reputable customers from your sector? Contact a reference customer and find out whether they are happy with the provider.

 

Even without co-registration, you can make your company and products known among your target group and encourage them to subscribe to your newsletter. It is not as difficult as many like to think. Specialised agencies can help in this regard. My blog entry “Where do the addresses for your email advertising come from?” will give you an initial insight into what is involved.