Anti-Spam Policy

In accordance with market practices stipulated by the major email service providers (Gmail, Outlook, Yahoo etc.) and also in accordance with the practices that RD Station follows and preaches to the entire digital marketing ecosystem, this Anti-Spam Policy was developed in order to guide customers in the correct use of the digital marketing tools offered by our company. The current reality, worldwide, requires greater respect in the use and processing of personal data, as well as in the form of approaching customers or potential customers. As a result, the European Community and several countries, including Brazil, recently passed laws that provide more protection to personal data. As a result, with this Policy, RD Station aims to contribute to the appropriate use of personal data collected by its customers, in addition to showing respect for the related legislation.

IMPORTANT: The customer’s failure to comply with the terms set forth in this Anti-Spam Policy, as well as email rates well below the market standard, can lead to the immediate suspension of message sends and the cancellation of the respective account.

Relating to sent content

Message sender ownership

The use of domains that are not owned by the contracting company is forbidden. For example: Company 1, owner of the domain @company1.com can only use senders with the format [email protected], and is not authorized to send emails with the sender [email protected]. There are no restrictions on the number of domains that can be configured in RD Station Marketing for email sends. Likewise, the customer can use any one of these domains, as long as they are owned by the customer.

Phishing and unlawful activities

Phishing is an illegal act that, broadly speaking, involves making use of the brand of another company (usually a bank) to steal the sensitive data of an individual (banking data, for example). RD Station does not tolerate such practices and any suspicion regarding this matter can result in the suspension of emails before they are even sent.

In addition to phishing, RD Station is against any unlawful practice applied with the use of RD Station Marketing, so any suspected activities of this nature can result in the suspension of email sends and account cancellation.

The application and respect of email unsubscribe policies is mandatory

Every email must contain an unsubscribe link and the lead’s desire to no longer receive messages must be respected. By default, the RD Station Marketing product has a mandatory field associated with this practice, and also prevents communication with leads that have expressed their desire to unsubscribe from receiving emails.

If a lead, after having unsubscribed, wants to receive emails again, they must complete the reactivation process with double opt-in, providing due consent.

Commitment to content quality

All content sent by email is subject to evaluation by email providers (Gmail, Outlook, Yahoo, etc.). This evaluation generates a reputation with these servers that involves the delivery of messages from a given sender. Although the reputation is mostly attributed to the specific brand and account of the customer, part of it also affects the tool responsible for the send (RD Station Marketing). RD Station therefore asks its customers to commit to following content best practices, which are described in detail in this article of our blog.

Regarding the leads selected for sending

The consent of leads

According to Brazil’s Lei Geral de Proteção de Dados, to contact a lead by email it is a requirement that the lead has fully consented to provide their data for the company to use and it is also a requirement that the lead has explicitly consented to receive email communications from that company. For more information about Brazil’s Lei Geral de Proteção dos Dados and its implications, consult our complete article. Other laws may apply in the case of international operations (such as the GDPR in Europe, for example)

Importing leads and leads coming from other systems

In line with the definition of consent above, every lead imported into RD Station Marketing must at some point have provided explicit consent for their data to be used and consent to receive communications by email. The same goes for leads coming from other systems belonging to the customer.

Acquisition of third-party lead lists

RD Station does not allow the use of leads acquired via third parties, whether the list is purchased or not. In cases of partnerships between companies that involve providing leads, it is necessary to ensure that the lead has expressed consent to the use of their data and to receive communication from both the partner and the customer who will use the list.

Lead engagement

It is the customer’s responsibility to keep their leads engaged and minimize contact with disengaged leads. All communication with disengaged leads worsens the customer’s reputation with Gmail, Outlook, Yahoo, etc.; resulting in fewer emails being delivered by these providers. Although the biggest impact is on the customer’s own brand and account, RD Station can also be affected by this behavior. Therefore, RD Station asks its customers to avoid communicating with these leads, especially in large sends.

Regarding sending practices

Domain and dedicated IP warm-up

Every change of domain exchange or dedicated IP installation requires a gradual warm-up period where the customer must commit to performing a controlled volume of sends. It is essential to follow and respect this warm-up period to ensure the smooth operation of RD Station Marketing. The warm-up process is described in detail in this article.

Action on the number of unsubscribes and spam rate

To preserve a good reputation with the major email servers and ensure the delivery of customer emails, it is essential to make periodic adjustments to your communication strategy and campaigns to minimize the amount of unsubscribes and the spam rate.

Action on the number of Soft and Hard Bounces

Just like the previous topic, to preserve reputation and ensure a good delivery rate, it’s critical to take action to minimize Soft and Hard Bounce rates. The most efficient way to minimize these rates is to ensure the validity and interest of the selected leads for campaigns, as well as avoiding engagement with very old contacts/lists, when the chance of addresses that no longer exist is very high. As a precaution, RD Station Marketing already suspends campaigns with high Hard Bounce rates, however this doesn’t negate the care and attention that needs to be taken by the customer to keep these rates low.

Bulk email sends

In accordance with the definition of spam, RD Station is against the practice of bulk email sends to leads that show no interest in what is being offered. Therefore, our customers should always segment and direct their campaigns to specific profiles, in order to avoid high-volume campaigns to a large, generic audience.

Abrupt variation in the amount of emails sent

The major email servers (Gmail, Outlook, Yahoo, etc.) are constantly monitoring the volume of emails sent and consolidating a sending profile of each sender. Therefore, by suddenly increasing the number of emails sent in a short period of time, the customer not only undermines their own reputation and delivery of emails to email providers, but also affects RD Station Marketing’s reputation. Consequently, our customers are asked to perform their sends in a more distributed way over time and, for launches, when volumes are larger, to prepare during the weeks leading up to the launch by increasing their volume progressively.