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I'M
CONFUSED ABOUT WHAT'S SPAM AND WHAT'S NOT
So are many people! Spam means unsolicited commercial
electronic messages - emails or SMS (text messages).
If we run an email or SMS marketing campaign for
you, it's not spamming because the people on the
list have voluntarily signed up and agreed to receive
messages.
But
if you send out a bunch of emails and text messages
to people who have not given their permission, then
you are breaking the law. For example, pulling emails
or mobile numbers out of a phone directory or newspaper
and sending willy nilly is spamming.
However,
if you have an existing relationship with that person
(they're a client on your database), then you are
not spamming, as under the law an inferred or
existing relationship is allowable. But you
must allow people to opt-out at any time.
A good example is, if you emailed us for a quote,
and we happily sent one to you. Then a month later
we emailed you some FURTHER information about another
service of ours that we thought you'd like, that
would not be considered spam, as there's an inferred
relationship. But we wouldn't automatically start
emailing you our newsletter each month...we'd ask
you first. And if you emailed us asking to be removed
from our database, we would have to do so.
Those
unsolicited emails you get for viagra pills and
weight loss potions and dodgy Nigerian businessmen?
They are all spams. We can't imagine anyone giving
permission to receive those!
For more info on Australia's anti-spam laws click
here
or read our article here
Please
note that faxes or postal mail is not spam, therefore
legal in Australia. But most companies will happily
remove you if you ask. It's in nobody's interest
to annoy you.
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WHAT
DOES "OPT IN" AND "PERMISSION MARKETING"
MEAN?
Opt-in and permission marketing mean
the same thing and really apply to email and SMS
(mobile) marketing. Under Australian law, you must
have the person's permission to send them email
or an SMS (text message). If you don't get their
permission, this is called spamming (see
above).
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HOW
DO WE STOP GETTING TELEMARKETING CALLS AT HOME?
The Australian Government has set up a Do Not Call
Register that is regulated by legislation. Consumers
can register to stop getting telemarketing calls.
If you call somebody who is registered on the Do
Not Call list, you risk a fine.
Note
that the Do Not Call list applies to telemarketing
to consumers, but many businesses have been (illegally)
registering themselves, which makes it an interesting
legal dilemma.
Political
parties, charities, religious organisations and
legitimate market researchers are exempt. For more
info on the Do Not Call Register click
here.
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I'M
A TELEMARKETER - HOW DO I COMPLY WITH THE DO NOT
CALL LEGISLATION?
The law says you must not, or must not cause a call
to be made to a number on the Do
Not Call Register. The Do Not Call Register
was set up to assist companies to abide by this
law, and of course be a revenue generator for the
government! The DNCR offers an online data washing
service where you can clean, or 'wash' your own
data against the DNCR.
You need to setup an account with the DNCR and upload
your CSV files, and you'll receive your cleaned
file back. Sounds too hard? Let us do it for you.
Click
here for more info on our data washing service.
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WHY
USE A LIST BROKER? WOULDN'T I JUST GO DIRECT TO
THE COMPANY?
Sure! But it makes no difference to price or service
- in fact, you'll probably get a quote and your
data quicker through us. And we know what lists
are suitable for your campaign. We don't charge
any markup on lists that we source for you.
The list owners pay us a commission. And we're not
beholden to any list owner so we're free to recommend
the best list for your promotion.
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WHAT'S
THE DIFFERENCE BETWEEN RENTING AND PURCHASING A
LIST?
Renting is a one-off use of the list. This
means you cannot use that same list again
in, say, 6 months time to do another campaign. The
list owner "seeds" the data with a "spy"
so they can catch you if you use it illegally.
Of
course, any customers you pick up from using the
list can be added to your OWN database. That's why
you rent a list..to build your own client base.
For example, if you call Mr Jones and he says
'yes you can contact me again in 6 months',
that's fine to call him again.
An
analogy that may also help is: think of renting
a list like staying at a hotel. You only use the
room for one night then don't use again.
But
purchasing is like buying your own house...you
can come and go as often as you like because it's
yours.
Purchase is more expensive as you buy the list
outright, but it's yours to keep and use forever.
This is perfect for populating your own CRM program
or database.
Got
a question? Phone 1300 668 287 or email
mail@mediamgroup.com.au
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