While the first video in this series was on the important topic of two-way dialogue with customers, it's essential that your company's method of communication respect not only their preferences, but their privacy. When sharing, listening and responding to customers, all the good intentions in the world can't save you from expensive legal entanglements.
At the end of the day, it's simple: Customer relationships must be compliant. When companies overreach in their relationship, the government can step in to protect the consumer.
What form do those protections take? The primary law that marketers must observe is the Telephone Consumer Protection Act (TCPA), which limits unsolicited prerecorded telemarking calls to landlines and autodialed or prerecorded calls to wireless numbers. On email, marketers must observe guidelines in the CAN-SPAM Act, a law that governs commercial messaging, like emails.
The shift toward permission-based marketing is broad and irreversible, but it also brings hefty fines. While our ultimate goal is engaged consumers that are empowered in their brand relationships, those same consumers can be swiftly turned off by irresponsible companies acting illegally. And the companies violating regulations risk multi-millions of dollars in fines.
In this short video, Matt Cagle describes the ways that your brand can and should communicate with customers to ensure that you’re in compliance. Learn more about positive trends toward opt-in marketing in our Preference Data ROI whitepaper.
In the following weeks, we'll continue to roll out videos to guide you through the power of preference data. If you haven't yet explored our Resource Center, you can download the Preference Data ROI whitepaper here.