{"id":203590,"date":"2021-03-17T15:18:11","date_gmt":"2021-03-17T02:18:11","guid":{"rendered":"https:\/\/legalvision.co.nz\/?p=203590"},"modified":"2023-12-08T13:13:47","modified_gmt":"2023-12-08T00:13:47","slug":"unsubscribe-newsletter-nz-business","status":"publish","type":"post","link":"https:\/\/legalvision.co.nz\/regulatory-and-compliance\/unsubscribe-newsletter-nz-business\/","title":{"rendered":"Do I Need an Unsubscribe Button on My Business Newsletter?"},"content":{"rendered":"\n<p><span style=\"font-weight: 400\">Maintaining customer engagement is crucial for any business, especially if you are just starting out. If your customers think your business is trustworthy and genuine, you are more likely to have repeat customers buying your products or services. One way your business may decide to keep customers engaged is through email newsletters. However, you need to be careful with this marketing method so as not to cross the line of <a href=\"https:\/\/legalvision.co.nz\/regulatory-and-compliance\/avoid-spam-customers\/\">sending spam<\/a> to your customers. The law provides a couple of requirements to distinguish legitimate commercial messages from spam. One of those requirements is having an unsubscribe button in your newsletter.&nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">Sending Email Newsletters to Your Customers<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Email newsletters are a common <a href=\"https:\/\/legalvision.co.nz\/e-commerce\/legal-considerations-email-marketing\/\">marketing tactic<\/a> for businesses, and they can be an effective way for you to inform customers about new developments in your business. The contents of a good email newsletter can vary, depending on the nature of your business. The key to a good newsletter is keeping it relevant for your particular customer base.<\/span><\/p>\n\n\n\n<div class=\"box box--info box--icon\">\n<p><span style=\"font-weight: 400\">For example, your customers may value your family-run cafe because of its personalised and down-to-earth nature. An effective email newsletter would reflect that, providing news and updates relating to the personal aspects of your business. Alternatively, if your customers value your business for its wide range of high-quality products, your email newsletter would contain details of sales and new stock in store.<\/span><\/p>\n<\/div>\n\n\n\n<p><span style=\"font-weight: 400\">Email newsletters are usually legally classified as commercial electronic messages. These are messages sent through a telecommunications service, such as email or text, that:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">market or promote goods, services, land, or investment opportunities;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">enable a person to gain a dishonest financial advantage; or<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">provide a link or direct the recipients to content containing the previous two points.<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">Most promotional emails, such as your business\u2019 email newsletter, will be appropriate and legal for you to send. However, this is only as long as they do not cross the line to become spam.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">When Newsletters Become Spam<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Sending spam (legally known as unsolicited electronic messages) is illegal. If you send a commercial electronic message to your customers without meeting the relevant legal requirements, you may encounter legal consequences.<\/span><\/p>\n\n\n\n<div class=\"box box--info box--icon\">\n<p><span style=\"font-weight: 400\">If a customer thinks you have sent them spam, they can complain to the Department of Internal Affairs. For each unsolicited electronic message you send, you can be fined $200. These single fines can accumulate up to $500,000. It is illegal to use purchased email mailing lists or email address stripping software for sourcing your recipients.<\/span><\/p>\n<\/div>\n\n\n\n<p><span style=\"font-weight: 400\">Note that emails that are more administrative in nature are generally not considered unsolicited commercial electronic messages. These are usually related to an already existing relationship with a customer and are necessary for completing a transaction or agreement. For example, these can include messages:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">responding to a request for a quote or estimate;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">completing a previous transaction or agreement;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">detailing warranties or security information for previously purchased goods;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">providing factual details about already agreed subscription or membership services;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">informing the recipient about an employment or benefit plan that they are already a part of; or<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">fulfilling delivery for an already purchased item.<\/span><\/li>\n<\/ul>\n\n\n\n\n<a href=\"#content-next\"\n   class=\"block p-4 mt-10 text-xl font-bold text-center text-white no-underline bg-gray-800 rounded-t-xl\">\n    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aria-invalid=\"false\"  \/>\n                        <\/div><\/div><div id=\"field_2452_3\" class=\"gfield gfield--type-phone gfield--input-type-phone gf_right_half gfield--width-half gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2452_3'>Phone<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_phone'><input name='input_3' id='input_2452_3' type='tel' value='' class='medium'   aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_2452_14\" class=\"gfield gfield--type-select gfield--input-type-select gfield--width-full custom-select gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2452_14'>Number of Employees in Your Business<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_select'><select name='input_14' id='input_2452_14' class='large gfield_select'    aria-required=\"true\" aria-invalid=\"false\" ><option value='' ><\/option><option value='0' >0<\/option><option value='1' >1-5<\/option><option value='6' >6-20<\/option><option value='21' >21-50<\/option><option value='51' >51-250<\/option><option value='250' >250+<\/option><\/select><\/div><\/div><div id=\"field_2452_4\" class=\"gfield gfield--type-textarea gfield--input-type-textarea gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2452_4'>Tell us about your enquiry<span 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View our <a href=\"https:\/\/legalvision.co.nz\/privacy-policy\/\" target=\"_blank\">Privacy Policy<\/a>. <\/div><div id=\"field_2452_8\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><div class='ginput_container ginput_container_text'><input name='input_8' id='input_2452_8' type='hidden' class='gform_hidden'  aria-invalid=\"false\" value='http:\/\/legalvision.co.nz\/api\/wp\/v2\/posts\/203590' \/><\/div><\/div><div id=\"field_2452_13\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><div class='ginput_container ginput_container_text'><input name='input_13' id='input_2452_13' type='hidden' class='gform_hidden'  aria-invalid=\"false\" value='generic_form' \/><\/div><\/div><\/div><\/div>\n        <div class='gform-footer gform_footer top_label'> <button type=\"submit\" id=\"gform_submit_button_2452\" class=\"gform_button button\" onclick=\"gform.submission.handleButtonClick(this);\" data-submission-type=\"submit\"><span class=\"gform_submit_button__text\">Submit Now<\/span><\/button> <input type='hidden' name='gform_ajax' value='form_id=2452&amp;title=&amp;description=&amp;tabindex=0&amp;theme=gravity-theme&amp;hash=8d907caff460821c366ed2411b0c45b3' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submission_method' data-js='gform_submission_method_2452' value='iframe' \/>\n            <input type='hidden' class='gform_hidden' name='gform_theme' data-js='gform_theme_2452' id='gform_theme_2452' value='gravity-theme' \/>\n            <input type='hidden' class='gform_hidden' name='gform_style_settings' data-js='gform_style_settings_2452' id='gform_style_settings_2452' value='' \/>\n            <input type='hidden' class='gform_hidden' name='is_submit_2452' value='1' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submit' value='2452' \/>\n            \n            <input type='hidden' class='gform_hidden' name='gform_currency' data-currency='AUD' value='LAjtXQwpYggxQpOnkSYxa5vQweBWBlWBqXt1+xvGH6ShorPWSiYJ5ML0CzBCBtzpEgGwR4zIavLcANO3mesQEwXeWuLPwpaNLUayAkU16mr15bo=' \/>\n            <input type='hidden' class='gform_hidden' name='gform_unique_id' value='' \/>\n            <input type='hidden' class='gform_hidden' name='state_2452' value='WyJ7XCIxNFwiOltcIjIyODY0N2ViMWU3NTcxZjA4YTY4NGJmMDcwMTk3Y2I0XCIsXCJiMzk3YmQ1MDBmMmFjNjk1ODE4MzdmNTBhYTA2MzQ0OFwiLFwiNGYyNGZkZGEwMzlkNDUxMWFhZGE1NGYwZmQwZmNiZTdcIixcIjUyMmJkMDE2M2I2ZmEwOTI3NDZhZjU5YTg0ZmM1NDk5XCIsXCIzODRlNjk1YjQxMTAzMWFiYmQ2ODEyMGYyZWFhMDYyNlwiLFwiYjkzNDcwNTE2MjkxOGRjZWViMjQzNzRjNmE0NGVmNTlcIixcIjQxMTliODZhMzVjYzJiMWViNDZiMmQ4NjRlNGUzZmNjXCJdfSIsIjQ3MjNiMzA2ZDIyZGVkODA2N2YyMjYyOThkYzI1ODVmIl0=' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_target_page_number_2452' id='gform_target_page_number_2452' value='0' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_source_page_number_2452' id='gform_source_page_number_2452' value='1' \/>\n            <input type='hidden' name='gform_field_values' value='' \/>\n            \n        <\/div>\n                        <\/form>\n                        <\/div>\n\t\t                <iframe style='display:none;width:0px;height:0px;' src='about:blank' name='gform_ajax_frame_2452' id='gform_ajax_frame_2452' title='This iframe contains the logic required to handle Ajax powered Gravity Forms.'><\/iframe>\n\t\t                <script>\ngform.initializeOnLoaded( function() {gformInitSpinner( 2452, 'https:\/\/legalvision.co.nz\/wp-content\/themes\/legalv-v6\/img\/spinner.svg', true );jQuery('#gform_ajax_frame_2452').on('load',function(){var contents = jQuery(this).contents().find('*').html();var is_postback = contents.indexOf('GF_AJAX_POSTBACK') >= 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_2452');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_2452').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! 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Therefore, it will be illegal. Ensure you keep accurate records of who has:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">consented to be sent your emails; and <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">unsubscribed.<\/span><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">Requirements for Your Unsubscribe Option<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Every email newsletter you send needs to have an unsubscribe link in it. Otherwise known as an \u2018unsubscribe facility\u2019, this needs to go to a link that allows customers to opt out of receiving your emails. Often, this is a button at the bottom of your newsletter.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">An adequate unsubscribe link needs to:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">be clear and conspicuous;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">lead to a relatively simple unsubscribe process;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">allow the recipient to respond to you using the same communication method as the initial message;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">have no cost to use; and<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">be functional for at least 30 days after sending.<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">If a customer does decide to unsubscribe from your email newsletters, you must action this request within five working days.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">Customer Consent<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">The other essential requirement for your email newsletters is customer consent. To establish consent for sending these emails, you need to prove that you have a legitimate relationship with the recipient. There are three kinds of consent possible for establishing this relationship:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">express consent;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">inferred consent; and<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">deemed consent.<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">For your email newsletters, you should make sure you have express consent. A good way to gain this is by providing an opt-in button when a customer completes a transaction with your business.&nbsp;<\/span><\/p>\n\n\n    <div class=\"my-7 lg:my-10 border-y-2 border-gray-100 py-7 lg:py-10 flex flex-col sm:flex-row items-start gap-10\">\n                    <img decoding=\"async\" class=\"w-52 mx-auto my-0! rounded\" src=\"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/2\/2021\/12\/22120930\/nguyen-dang-hoang-nhu-dYUQI3dM4R4-unsplash-1-e1640128185702.jpg\" alt=\"Front page of publication\"\n                 loading=\"lazy\" width=\"208\" height=\"298\">\n                <section>\n            <div class=\"text-2xl font-bold\">Cold Direct Email Templates<\/div>\n            <div class=\"body-text\">\n                <p>Drive your sales leads with cold emails that will help you connect with prospective customers. The series includes initial and follow up cold emails that you can incorporate into your sales process. Simply customise them and send them out.<\/p>\n            <\/div>\n            \n\n<a href=\"https:\/\/go.legalvision.co.nz\/cold-direct-email-templates-nz.html\" class=\" block px-5 py-3.5 max-w-fit bg-orange button__hover transition rounded text-white font-bold text-lg no-underline uppercase leading-tight text-center\" target=\"\" rel=\"\">Download Now<\/a>        <\/section>\n    <\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">Key Takeaways<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Email newsletters can be a great marketing tool for your business, so long as they do not cross the line to become spam. This means that you need to:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">have the customer\u2019s consent to send them your newsletter;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">ensure that the newsletter is accurate; and&nbsp;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">provide an unsubscribe link in each newsletter.&nbsp;<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">If you would like more information or help with your business\u2019 email newsletters, our experienced <a href=\"https:\/\/legalvision.co.nz\/regulatory-lawyers-lp\">regulatory and compliance lawyers<\/a> <\/span>can assist as part of our LegalVision membership. For a low monthly fee, you will have unlimited access to solicitors to answer your questions and draft and review your documents. Call us today on <a href=\"tel:+64800005570\" class=\"AVANSERnumber dynamic-number\">0800 005 570<\/a> or visit our <a href=\"https:\/\/legalvision.co.nz\/membership\/\">membership page<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">Frequently Asked Questions<\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1615943660393\"><strong class=\"schema-faq-question\"><strong>What is a commercial electronic message?<\/strong><\/strong> <p class=\"schema-faq-answer\">A commercial electronic message is a message you send through a telecommunications service (like email or text) that promotes participating in some sort of commercial activity. These messages can range from promoting your products to more dishonest financial conduct.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1615943671270\"><strong class=\"schema-faq-question\"><strong>What is spam?<\/strong><\/strong> <p class=\"schema-faq-answer\">Spam covers unsolicited electronic messages. These are commercial messages sent through something like email or text that the recipient did not consent to receive. Spam is illegal in NZ.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1615943682149\"><strong class=\"schema-faq-question\"><strong>When do I need an unsubscribe option?<\/strong><\/strong> <p class=\"schema-faq-answer\">If you send your customers email newsletters promoting a commercial activity (like advertising for a new sale), you need an unsubscribe link in these messages.\u00a0<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1615943692115\"><strong class=\"schema-faq-question\"><strong>Are my business\u2019 email newsletters considered spam?<\/strong><\/strong> <p class=\"schema-faq-answer\">As long as you meet the law\u2019s requirements around commercial electronic messages, then your email newsletters should not be spam. This includes having an unsubscribe link in your email newsletters and having the consent of the person you are sending the newsletter to.<\/p> <\/div> <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Maintaining customer engagement is crucial for any business, especially if you are just starting out. If your customers think your business is trustworthy and genuine, you are more likely to have repeat customers buying your products or services. One way your business may decide to keep customers engaged is through email newsletters. However, you need<a href=\"https:\/\/legalvision.co.nz\/regulatory-and-compliance\/unsubscribe-newsletter-nz-business\/\">Continue reading <span class=\"sr-only\">&#8220;Do I Need an Unsubscribe Button on My Business Newsletter?&#8221;<\/span><\/a><\/p>\n","protected":false},"author":13236,"featured_media":201806,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"153,204632,1014,1841,1559,1063","_relevanssi_noindex_reason":"","editor_notices":[],"footnotes":""},"categories":[8],"tags":[25,54,684,685,686,687],"class_list":["post-203590","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-regulatory-and-compliance","tag-small-business","tag-medium-business","tag-newsletter","tag-email-campaign","tag-commercial-messages","tag-spam-act"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Does My Newsletter Need an Unsubscribe Button | LegalVision NZ<\/title>\n<meta name=\"description\" content=\"If your New Zealand business has a newsletter, it is important that you include an &#039;unsubscribe&#039; button. 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