For you to enjoy all the benefits of email sending via the Emarsys infrastructure, we need to know that all the relevant aspects of your digital marketing strategies are compliant with our standards and with international legislation.
For this we ask you to fill out our Email channel setup form.
This article is to help you conduct your own audit, by drawing your attention to the areas where you need to be most careful. We ask you to read through it and send us a summary of your findings.
Important note
With increasing pressure on data and marketing compliance, please let us know if there are any elements of your marketing program which you feel need to be improved – our experienced teams are here to help. During the email onboarding process your emails are scrutinized more than ever, so giving us early visibility of potential issues helps us tailor a migration and ramp-up plan which will work for you.
Compliance responsibilities
Legal compliance | |
---|---|
Your marketing program complies with local data protection, privacy, marketing and advertising laws. |
Yes / No |
Your marketing team is given the training, monitoring and support necessary to understand and comply with local laws. |
Yes / No |
Digital marketing self-assessment
Our self-assessment process helps you understand how to make your digital marketing program more successful and tells us what we need to know so that we can deliver your emails more effectively.
You may need to involve your technology, marketing and website teams, and make sure you verify your answers before you submit them.
Use of personal data | |
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You have an internal data retention policy or a customer lifecycle process which defines when customer data should be deleted. |
Yes / No |
You explain your data lifecycle or data retention policy to your customers, either when collecting data or via an easily-accessible section of your Privacy Policy. |
Yes / No |
You have processes in place to delete data when it is no longer needed. |
Yes / No |
Your email marketing lists | Specific answers | |
---|---|---|
You can differentiate between active and inactive recipients | Yes/No |
How do you define 'active'? |
Mailing list volumes, based on your definition | Full mailing list | |
Active contacts | ||
Inactive contacts | ||
Unknown |
Your emails and marketing campaigns | |
---|---|
All your marketing emails contain an easy-to-use unsubscribe link. |
Yes / No |
All your email content is in line with the expectations of the recipients. |
Yes / No |
All your emails identify your brand which your recipients can recognize:
|
Yes / No |
Sign-up, registration forms and opt-in processes |
|
---|---|
Marketing consent is optional and has all of the following:
|
Yes / No |
For customer “soft-opt-in”, where an email address is collected as part of the sales process:
|
Yes / No |
All the information collected is necessary.
|
Yes / No |
Opt out
|
Yes / No |
Privacy Policy / Privacy Notice |
|
---|---|
Your Privacy Policy is easily accessible during your sign-up and account creation processes.
|
Yes / No |
Your Privacy Policy is easy to read.
|
Yes / No |
Your Privacy Policy explains how you use marketing data.
|
Yes / No |
Your Privacy Policy explains data subject rights.
|
Yes / No |
CSA allowlist
As an Emarsys customer you can take advantage of our CSA certification. This certification is evidence of the highest standard in responsible digital marketing.
CSA-certified senders like Emarsys must agree to comply with strict legal and technical quality standards for email. In return, their IP ranges are added to allowlists and receive priority inbox placement from the ISPs that respect these allowlists.
What is CSA certification?
To learn more about what the CSA is, watch this short video.
What do I need to do?
- Read through the checklist below and verify that you meet the required standards.
- Complete and sign (or digitally sign) the application form and return the application form (fees apply*).
- Emarsys will then perform a CSA assessment.
- Passing the assessment allows Emarsys to assign you to a segregated delivery platform offering for certified senders, giving the very best delivery service.
- Should you be unsuccessful, Emarsys will explain what needs to be implemented to reach the CSA requirements.
CSA assessment fees
- Initial CSA assessment: €500.
- Annual re-assessment, required for continued allowlist membership: €200.
If your email marketing processes are not ready for CSA, you can still start sending with Emarsys without delay and defer the CSA assessment until you are ready.
CSA / Platinum Sender - additional requirements |
|
---|---|
In addition to what is described in Your emails and marketing campaigns, above, your emails templates must use one-click List-unsubscribe. |
Yes / No |
In addition to what is described in Sign-up, registration forms and opt-in processes, above, your sign-up forms must contain:
|
Yes / No |
In addition to what is described in Privacy Policy, above, this document must contain:
|
Yes / No |
Legal compliance | |
---|---|
Your marketing program complies with local data protection, privacy, marketing and advertising laws. |
Yes / No |
Your marketing team is given the training, monitoring and support necessary to understand and comply with local laws. |
Yes / No |
Sending via a CSA allowlist member IP range is expected by ISPs in Germany, Austria and Switzerland. Failure to do so may harm inbox placement rates.
For senders outside this region, having CSA allowlist membership is certainly an advantage because globally, ISPs will always be inclined to give preferential treatment to senders who have made the effort to be seen to be compliant.
Resources and references
- Our guide to best practice for opt-in: https://help.emarsys.com/hc/en-us/articles/115004924925-Best-Practices-for-opt-in
- Our guide to best practices for the Privacy Policy: https://help.emarsys.com/hc/en-us/articles/360005406913-Best-Practices-for-your-Privacy-Policy
- CSA admission requirements and recommendations: https://certified-senders.org/wp-content/uploads/2017/07/CSA_Admission_Criteria.pdf
- Pre-GDPR, the differences in legal requirements for email marketing in Germany, Austria and Switzerland: https://certified-senders.org/wp-content/uploads/2017/07/The-legal-situation-for-email-marketing-in-Germany-Austria-and-Switzerland.pdf
- UWG https://www.gesetze-im-internet.de/englisch_uwg/englisch_uwg.html#p0100