As we work towards a new website for the New 42nd Street, we’re taking advantage of the opportunity to fully revisit what we provide in terms of an online preference center and email subscription options. The question has therefore come up about what the legal guidelines are around “transactional” versus non-transactional/commercial emails. Realizing that the UK, Australia, the US, and Canada all have very different legalities around bulk email communications, would any of you be willing to share how your organization has decided to draw the line?
WordFly did recently send me the following link for Canadian policies, for anyone in Canada or doing business close enough to the border to have likely customers there: http://www.circleid.com/posts/how_canadas_new_anti_spam_act_could_affect_your_email_marketing/
Thank you!
Jamie O'Brien Marketing & Communications Manager The New 42nd Street, Inc. 229 W. 42nd Street New York, NY 10036-7299 www.newvictory.org
Hi Jamie,
We define a transactional email as one related to a transaction that they have had with our company in the past. (seems simply enough, huh?) Obviously if they have opted-out, they receive no emails from us no matter what their transaction history has been. If they've set their own email preferences, we only send them the information they opted-in to, no matter what their transaction history has been. (Almost like an implied opt-out for those email types they did not select).
But for those other people who we have email addresses for, we send them emails based on their transaction history. Some one who has purchased tickets from us will receive pre-show and post-show emails as well as emails about our upcoming shows. People who have given us their email address and have donated to us will receive fundraising ask emails.Those that have signed-up for our Summer Workshops will receive emails about other kid and/or family related programs.
Furthermore, we segment the emails based on transactional history to optimize ROI and to send the right message to the right person. Show emails are segmented based on attendance and purchase history (if they came to a musical, we'll email them about upcoming musicals.) and Fundraising Ask emails are based on their past giving level. (If they gave <$300 and we're asking for Gala Sponsors at the >$1500 level, they would NOT receive the email), etc.
If you have further questions you can contact me directly. Hope that's helpful.
Laura SaldivarMarketing ManagerSan Jose Replauras@sjrep.comDirect: 408.367.7262www.sjrep.com