{"id":207258,"date":"2021-06-30T19:09:50","date_gmt":"2021-06-30T06:09:50","guid":{"rendered":"https:\/\/legalvision.co.nz\/?p=207258"},"modified":"2023-04-19T18:11:41","modified_gmt":"2023-04-19T05:11:41","slug":"marketing-emails-business-contacts","status":"publish","type":"post","link":"https:\/\/legalvision.co.nz\/regulatory-and-compliance\/marketing-emails-business-contacts\/","title":{"rendered":"4 Things to Consider When Sending Marketing Emails to NZ Business Contacts"},"content":{"rendered":"\n<p><span style=\"font-weight: 400\">If you send <\/span><a href=\"https:\/\/legalvision.co.nz\/e-commerce\/legal-considerations-email-marketing\/\"><span style=\"font-weight: 400\">commercial marketing emails<\/span><\/a><span style=\"font-weight: 400\"> to your business contacts, you need to be mindful of their format and content. To avoid having these <\/span><a href=\"https:\/\/legalvision.co.nz\/e-commerce\/asking-customers-to-opt-in-for-marketing-emails\/\"><span style=\"font-weight: 400\">emails become spam<\/span><\/a><span style=\"font-weight: 400\">, in every email, you need to include:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">your business\u2019 name and contact details;&nbsp;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">accurate information; and<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">a functioning way to unsubscribe.&nbsp;<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">You also need the consent of the recipient to send them these emails. If you fail to include these necessities, you would not only alienate your business contacts, but you would also be breaching spam law. So that you can avoid this eventuality, this article will go through four things to consider when sending marketing emails to your business contacts.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">1. Do You Have Consent?<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Before you can send any emails of a commercial nature, you need to have the recipient\u2019s consent to send them those emails. Commercial electronic messages are those that:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">promote or market goods, services, an investment opportunity, land, or an interest in land or a business;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">provide the recipient with the opportunity to gain an unfair financial advantage; or<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">include links to either of the above.<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">Before you engage in such email marketing, you should have some proof of consent or evidence you can use to infer consent. There are three kinds of consent under the law, as the table below outlines.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>\n<p><span style=\"font-weight: 400\">Express Consent<\/span><\/p>\n<\/td><td>\n<p><span style=\"font-weight: 400\">Your business contact has explicitly agreed to receive your marketing emails, such as ticking a box or verbally consenting.<\/span><\/p>\n<\/td><\/tr><tr><td>\n<p><span style=\"font-weight: 400\">Inferred Consent<\/span><\/p>\n<\/td><td>\n<p><span style=\"font-weight: 400\">You have enough of an established relationship with your business contact to infer consent for email marketing.<\/span><\/p>\n<\/td><\/tr><tr><td>\n<p><span style=\"font-weight: 400\">Deemed Consent<\/span><\/p>\n<\/td><td>\n<p><span style=\"font-weight: 400\">Your business contact has published their email address publicly, and your marketing emails would be relevant to their interests.<\/span><\/p>\n<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div class=\"box box--icon box--info\">\n<p><span style=\"font-weight: 400\"><strong>Note<\/strong>: These rules do not usually apply to <\/span><a href=\"https:\/\/legalvision.co.nz\/regulatory-and-compliance\/do-i-need-consent-to-send-transactional-emails-in-nz\/\"><span style=\"font-weight: 400\">transactional emails<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<\/div>\n\n\n\n<p><span style=\"font-weight: 400\">When sending marketing emails to your business contacts, such as email newsletters or promotions, you should ensure you have some form of consent. Not only is this in line with your legal obligations, but they will not appreciate receiving email marketing that they did not agree to.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">2. Take Care When Swapping Business Cards<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">You may meet your business contacts at networking events and exchange details through business cards. These cards will usually contain their email addresses as well. Once you receive such a card from a colleague, you may wish to send their business your own marketing emails to make them aware of the goods or services you offer. There are some benefits to email marketing, including expanding your network and spreading your brand.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">However, this does not mean you can start sending a business contact you swap cards with your marketing emails. You can infer consent from the exchange of business cards, but only up to a certain point. After that, your email marketing campaigns can only relate to the context and relationship you established on the day you swapped cards. Otherwise, you may not have sufficient permission, and your emails could be spam.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">For example, say that you run a software development business. You swap cards with another person representing a PR firm, and you discuss possible tech developments relevant to PR. Your marketing emails could then relate to the conversation you had relevant to the relationship you created.&nbsp;<\/span><\/p>\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    Continue reading this article below the form\n    <i class=\"text-xl fa-regular fa-arrow-down\"><\/i>\n<\/a>\n<div class=\"px-6 pt-10 pb-12 mb-10 text-center bg-gray-100 rounded-b-xl sm:px-12 test\">\n    <div class=\"mb-8 text-2xl font-bold text-orange\">\n        Need legal advice?\n        <br>\n        <span class=\"text-lg not-prose\">\n                            Call <a href=\"tel:+64800005570\" class=\"not-prose\">0800 005 570<\/a> for urgent assistance.\n                <br>\n                Otherwise, complete this form, and we will contact you within one business day.\n                    <\/span>\n    <\/div>\n\n    \n\n<div class=\"not-prose flex justify-center text-left gform_input_bg_white    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Actional Unsubscribe Facility<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Additionally, in any marketing email you send, you need to have a way for recipients to unsubscribe. You may hear people call this an \u2018unsubscribe facility\u2019. You must include this in any marketing emails to business contacts so that you are:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">complying with your legal obligations; and<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">keeping up with expected professional standards.<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">Your unsubscribe facility does not necessarily have to be a button or link at the bottom of your newsletters, but that would be what most people expect. You may allow people to unsubscribe by responding to your email writing \u201cunsubscribe\u201d in the subject line. Whatever way you provide for your email subscribers to end their subscription, it needs to be:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">clear;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">conspicuous;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">free of cost;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">relatively straightforward; and<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">functional for at least 30 days after sending.<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">If a business contact wishes to unsubscribe from your marketing emails, you need to fulfil this request within five working days.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">4. Be Careful With Referrals<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Your colleagues may recommend other businesses as potential contacts relevant to you and your email campaigns. They may give you that business\u2019 email address or other electronic contact details. You can potentially send these businesses marketing emails. First, however, you need to confirm that your colleague referred you to that third party with their knowledge and consent. Without these, you cannot either infer or deem consent.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Similarly, you may be able to send marketing emails to a business that publishes their email address publicly, such as on their website. However, to deem consent in this context, you need to ensure that:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">the email address does not have a notice saying \u201cno unsolicited messages\u201d or similar; and<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">your marketing email is relevant to their business.<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">It is best practice to clearly identify your business and provide current contact details in any marketing email you send.<\/span><\/p>\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\">Sending marketing emails to your business contacts can be a way to build your network and brand. First, however, you need to ensure your emails, including email marketing campaigns, are relevant to their interests and meet the necessary spam laws.&nbsp;<\/span>For <span style=\"font-weight: 400\">more information or help with your marketing emails, contact LegalVision\u2019s <\/span><a href=\"https:\/\/legalvision.co.nz\/regulatory-lawyers-lp\"><span style=\"font-weight: 400\">regulatory and compliance lawyers<\/span><\/a><span style=\"font-weight: 400\"> on <a href=\"tel:+64800005570\" class=\"AVANSERnumber dynamic-number\">0800 005 570<\/a> or fill out the form on this page.<\/span><\/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-1625032928984\"><strong class=\"schema-faq-question\">What is spam?<\/strong> <p class=\"schema-faq-answer\">In legal terms, spam refers to unsolicited commercial electronic messages. These are emails or texts that you send to someone offering or promoting goods or services without consent. Spam is illegal.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1625032944411\"><strong class=\"schema-faq-question\">Can I send marketing emails to people I have swapped business cards with?<\/strong> <p class=\"schema-faq-answer\">You can only send marketing emails to people you have swapped business cards with if you have their consent. You can infer this from the interaction, but you can only send marketing emails relevant to the relationship formed.<\/p> <\/div> <\/div>\n<div class=\"not-prose m-feedback-prompt\">\n    <!-- Thumbs up\/down bar -->\n    <div class=\"m-feedback-prompt__main\">\n        <div class=\"m-feedback-prompt__title\">Was this article helpful?<\/div>\n        <div>\n            <!--span class=\"m-feedback-prompt__button--text\">Thanks!<\/span-->\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--yes\"\n                    data-analytics-link=\"feedback-prompt:yes\" aria-label=\"Agree\">\n                <i class=\"fa-regular fa-thumbs-up fa-3x\"><\/i>\n            <\/button>\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--no\"\n                    data-analytics-link=\"feedback-prompt:no\" aria-label=\"Disagree\">\n                <i class=\"fa-regular fa-thumbs-down fa-3x\"><\/i>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    <!-- Feedback form -->\n    <div class=\"m-feedback-prompt__form\">\n        <div class=\"m-feedback-prompt__form--thanks \">\n            <div>Thanks!<\/div>\n            <p>\n                We appreciate your feedback \u2013 your submission has been successfully received.            <\/p>\n        <\/div>\n        <form id=\"contact-form\" class=\"m-feedback-prompt__form--form\" action=\"\" method=\"post\">\n            <input type=\"hidden\" id=\"authenticity_token\" name=\"authenticity_token\" value=\"ed19fd34f0\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/api\/wp\/v2\/posts\/207258\" \/>            <input value=\"https:\/\/legalvision.co.nz\/regulatory-and-compliance\/marketing-emails-business-contacts\/\" type=\"hidden\" name=\"currenturl\"\n                   id=\"currenturl\">\n            <input value=\"4 Things to Consider When Sending Marketing Emails to NZ Business Contacts\" type=\"hidden\" name=\"currenttitle\"\n                   id=\"currenttitle\">\n            <label>\n                <!-- display on thumbs-up -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--yes\">\n                    Can you tell us <span class=\"font-semibold\">why<\/span> you found it helpful?\n                <\/span>\n\n                <!-- display on thumbs-down -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--no text-lg\">\n                    How can we better improve this article?\n                <\/span>\n                <textarea name=\"feedbackmessage\" id=\"feedbackmessage\" required><\/textarea>\n            <\/label>\n\n            <div class=\"m-feedback-prompt__form--error\" id=\"form-submit-error\"><\/div>\n            <button id=\"submit-contact-form-button\" type=\"submit\" name=\"commit\" class=\"m-feedback-prompt__form--submit\"\n                    data-analytics-link=\"feedback-prompt:submit\">\n                Submit            <\/button>\n        <\/form>\n    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>If you send commercial marketing emails to your business contacts, you need to be mindful of their format and content. To avoid having these emails become spam, in every email, you need to include: You also need the consent of the recipient to send them these emails. If you fail to include these necessities, you<a href=\"https:\/\/legalvision.co.nz\/regulatory-and-compliance\/marketing-emails-business-contacts\/\">Continue reading <span class=\"sr-only\">&#8220;4 Things to Consider When Sending Marketing Emails to NZ Business Contacts&#8221;<\/span><\/a><\/p>\n","protected":false},"author":13236,"featured_media":201747,"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":"204551,1559,153,202186,206337,1001","_relevanssi_noindex_reason":"","editor_notices":[],"footnotes":""},"categories":[8],"tags":[241,894,945,946,947],"class_list":["post-207258","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-regulatory-and-compliance","tag-email-marketing","tag-large-business","tag-regulatory","tag-compliance","tag-marketing-emails"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Can I Send Marketing Emails to NZ Business Contacts? 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