One of the biggest complaints is the requirement for most online booking and travel services to require you to include an email address, which is used to obviously email you the itinerary but its also being used for ongoing marketing. The problem is that with any failure in the marketing cycle it leads you to sometimes closely examine other aspects to see how many other places does a company fall down by not having an effective digital strategy or a sometimes any idea at all….
- Does not contain all the header information and email routing information to accurately identify who the email was sent to
- The message does not include a valid physical address of your business
- The opt out of receiving future email from you is not easy and does not include a return email address
- Both Kiwiana and Easy Rail can be held legally responsible for not monitoring what others are doing on their behalf
Again within the UK it appears that under the UK’s eCommerce Regulations, Rail Easy has failed to include the regulatory information in their email footers and are in breach of the Companies ACT and they are a UK based firm with a target audience of UK residents.
- The name, geographic address and email address of the service provider. The name of the organisation with which the customer is contracting must be given.
- It is not sufficient to include a ‘contact us’ form without also providing an email address and geographic address somewhere easily accessible on the site
- If a company, the company’s registration number should be given and, under the Companies Act, the place of registration should be stated
- If the business is a member of a trade or professional association, membership details, including any registration number, should be provided.
- If the business has a VAT number, it should be stated – even if the website is not being used for e-commerce transactions.
- Prices on the website must be clear and unambiguous. Also, state whether prices are inclusive of tax and delivery costs.
It is also breaking more laws under the Australian spam laws under the Spam Act 2003, and would also likely be breaking a EU directive or two around email marketing and consumer privacy, the very basic email footer is shown below and clearly fails to satisfy more than one of the requirements for email marketing under US/UK/AU laws. Rail Easy is not just failing email marketing, they are in conjunction with Kiwiana are spamming everyone on their email marketing list.