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Jessica Darnbrough
Many brokers could be breaking the spam laws without even realising it.
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Speaking to The Adviser, Jodie Sangster, chief executive of Australian Direct Marketing Association said brokers that directly market to their clients through email need to make sure they are crossing their t’s and dotting their i’s before embarking on any email marketing campaign.
“A lot of brokers do not understand that there are certain compliance requirements they have to meet before sending emails to consumers,” Ms Sangster said.
“Before you can send any email, you have to have consent of the individual you are sending it to. That consent can come in a myriad of ways. You can ask for it, they can request it, or you can have an ongoing relationship with that person. Ultimately, it is important for brokers to show they have the consent of the individual, because if they don’t, then they are breaking the law.”
Ms Sangster also said it is imperative for brokers to have a well-managed database of clients, so that if someone asks to be taken off the mailing list, the request is actioned immediately.
“Under the Spam Act, if someone asks to be removed from your mailing list, you have to remove them quickly – within five working days,” she said.
“You have to have a spreadsheet or a database that is up to date and effectively managed. Ultimately, the most important thing when sending email is to make the content relevant so that people do not unsubscribe from your communication.”
