Using the word ‘Free’

Using the word FREE in your email marketing campaigns

It’s an odd word ‘free’, and using it at the wrong time can leave you in hot water.

Including the word ‘free’ in your email campaigns can cause your emails to become caught in spam filters, but more importantly it can lead to your marketing being in breach of the CAP Code.

Under the CAP Code clause 32.3, ‘Promoters should not describe an individual element of a package as ‘free’ if the cost of that element is included in the package price’.

Also under the CAP code, you may not promote a special offer as ‘free’ if the customer has to buy something in order to be given the free item.

For example, a mobile phone operator cannot claim that their customers are given a ‘free’ handset if they have to buy the airtime with it.

As a rule, using the word ‘inclusive’ is much safer than using the word ‘free’ when describing a package deal.

How Miss Amara used its abandoned cart program to drive revenue

Miss Amara is a small family-owned Australian business that strives to deliver exceptional, uncomplicated, and an enjoyable journey for its customers. Bonded by the love for good rugs, Miss Amara was co-founded by Amie, Aaron, and Alex…

2021 – 5 New Year’s resolutions for every digital marketer

Find out what you should be doing to improve your digital marketing strategy in 2021 - with our five New Year's resolutions.

Marketing automation: how to start automating emails

Marketing automation improves productivity by 20% and can lead to an average increase of 451% in qualified leads. How? Because marketing automation eliminates repetitive tasks and allows you to focus on other parts of your business. While…

This site uses cookies to improve your user experience. By using this site you agree to these cookies being set. To find out more see our cookies policy.