Rocketseed South Africa recently hosted POPI & Email Marketing: a match made in a database at the Indaba Hotel in Fourways. The seminar featured experts from the legal, risk and marketing sectors. The objective was to educate delegates on the effects of the Protection of Personal Information (POPI) Act, with a direct focus around the world of Email Marketing.
So, what did we learn?
POPI is lurking around the corner
“Why the rush to become POPI compliant now, it’s not compulsory as yet’? That seems to be a common question.
Despite the fact that no official deadline has been set for POPI to take effect, the commencement date might be closer than you think.
With the General Data Protection Regulation (GDPR) commencing on 25 May 2018 in the European Union (EU), pressure may very well fall onto South Africa to follow suit and enforce the POPI Act.
Various reports have indicated that the commencement could come into effect towards the latter part of 2018 or early 2019. Once a deadline has been set, you will only be given a one-year grace period in which to become POPI compliant.
This may be a strict timeline for organisations which are infringing the Act.
“Non-compliance with the POPI Act could result in reputational damage,
hefty fines up to R10 million or 10 years in jail.”Rocketseed SA
POPI is not the enemy
This might come as a surprise to you, but POPI is actually going to benefit the Email Marketing industry. Especially if you are already in possession of an explicitly opted-in marketing list.
What about consumers?
Well, they will be at the forefront when the Act is implemented. We are all consumers in our own personal capacity at the end of the day. No longer will your inbox be flooded with unwelcome email from establishments you haven’t given consent to.
In fact, POPI is a win-win situation for all parties involved.
Marketers will see an improvement in their engagement rate, as they will only be communicating with consumers who are genuinely interested in their product or service.
Buying email lists is a big no-no!
So, if you bought that data, it’s time to clean up that list and ensure you have adequate proof of each and every opt-in or face the dire consequences of the law later on.
“No, POPI is not the end of direct marketing. Just operate within
the confinements of the law”Adv Jan Augustyn
Don’t fear the POPI act
At first glance, POPI may seem very daunting and difficult.
However, there are many simple practices and procedures that can be implemented by organisations now, to resolve any teething issues before POPI commences.
Updating contracts with clients, policies or terms and conditions to align with POPI’s values, is a good start.
Some positive feedback…
“Just a thank you for a fun and informative session. The whole event was organised
in a professional manner, very informative and provided
clear guidelines on how we should equip ourselves to comply to the POPIA.”Lilla Campbell – CCS Mining & Industrial (Pty) Ltd
“I thoroughly enjoyed the POPI Conference, it was entertaining as
well as very insightful.”Meghan Kelly – Norcros SA
“The seminar was very insightful – you think you know all there
is to know, but there is so much more.”Lisa Flanders – ADCORP
“I most certainly enjoyed the Rocketseed Team and the interactiveness of the attendees.
Looking forward to the next one.”Marina Short – Consumer Profile Bureau
The seminar was extremely well-received by both the speakers and delegates, where the mutual agreement was that everyone enjoyed the vast interaction. Seminars based around law can be quite tedious and uninteresting, where most questions remain hidden in everyone’s minds. The extensive interaction helped everyone understand the law in a realistic and real-life, day to day manner.
The above sentiment was based on a quick survey we ran after the event, which included an average rating of 4.4 out of 5.
We look forward to seeing you at our next event!
