Email Content Guidelines

Email content guidelines are essential for ensuring that your communications comply with legal requirements and provide a seamless experience for your customers. By adhering to these standards, you can maintain trust and transparency in your emails. Below, you will find important details about general content practices, the distinction between marketing and transactional emails, and the necessary components for renewal reminders and email footers.

General Content Guidelines

The following principles apply to all email communications sent through CleverAutomations:

• Never include false or misleading content in emails intended for customers.
• Subject lines, content previews, calls-to-action, and similar teaser text should be concise but not deceptive.
• Do not include offensive, disparaging, or otherwise contentious content that could undermine customers' confidence in your brand, your products, or Cleverbridge.
• Commercial emails intended for customers are required by law to contain certain information about your company. This information is hardcoded in the footer of each CleverAutomations email and is covered in detail in the Email Footer Content section below.

Marketing vs. Transactional Emails

CleverAutomations currently supports only transactional email campaigns. We plan to support marketing email campaigns starting in early 2025.

Transactional emails contain content related to a specific transaction, such as a new subscription order An agreement between a seller and a buyer to exchange goods and/or services for money. An order can: - contain multiple products and quantities; - have multiple financial transactions. A preorder authorization is considered an order. or renewal.

• At least 80% of the content in a transactional email must be directly related to a specific transaction; up to 20% of the content may be promotional (such as upsell or cross-sell product recommendations).
• Sellers are legally required to send certain transactional messages to customers. For example, customers must be notified of upcoming auto-renewal transactions at a certain time before their auto-renewal date — see the Renewal Reminders section below.
• Customers may receive transactional emails regardless of their opt-in or opt-out preferences.
• Sellers do not need to obtain opt-in permission/consent from customers to send transactional emails.

Marketing emails generally contain promotional content and are not necessarily related to a specific order.

• Customers may opt out of receiving marketing emails. By law, sellers must not send marketing emails to customers who have opted out.
• In some jurisdictions, sellers must obtain opt-in permission/consent from a given customer An individual or business purchasing your product or service by placing an order through Cleverbridge. The customer is the end user of this product, as they are not allowed to resell the purchased products or services. ​ A customer is unique per client. If a customer purchases products or services from two different clients, there are 2 separate records of said customer.​ before sending marketing emails to that customer.

Renewal Reminders

Auto-renewal customers are required to receive renewal reminders at certain times before their subscriptions are scheduled to auto-renew.

To ensure compliance with regional laws as well as policies set by banks and payment Exchange of money for goods and services in an acceptable amount to the customer where the payment amount has been agreed upon in advance. The customer can only pay with an accepted payment method. Each payment has an individual payment cost. card issuers, we recommend maintaining at minimum 3 auto-renewal reminder emails, 1 each at 30 days, 7 days, and 1 day before a subscription is scheduled to auto-renew. These 3 emails are generated in each CleverAutomations auto-renewal campaign by default. These emails can be edited but cannot be removed from auto-renewal reminder email campaign workflows in CleverAutomations.

The above recommendations are based on the following legal requirements governing auto-renewal payment reminders for annual and monthly subscription customers:

• Annual subscription customers must receive at least 2 auto-renewal reminder emails, 1 each at 30 days and 1 day before their annual subscription is scheduled to auto-renew. CleverAutomations enforces an additional email reminder 7 days before renewal to satisfy notification requirements for Visa cardholders. Annual subscription customers may start to receive manual renewal or auto-renewal reminder emails up to 180 days before their scheduled renewal date.
• Monthly subscription customers must receive at least 2 auto-renewal reminder emails, 1 each at 7 days and 1 day before their subscription is scheduled to auto-renew. In CleverAutomations, monthly subscription customers will enter renewal email campaign workflows at 7 days before their scheduled renewal date, regardless of whether the renewal campaign includes emails scheduled earlier in the renewal cycle. This logic enables you to include annual and monthly subscribers in one renewal reminder campaign workflow without sending too many reminders to monthly subscribers.
• Regardless of renewal term, local laws and payment processors require sellers to send reminders to auto-renewal customers within a certain period of time before scheduled auto-renewal payments are processed. Most jurisdictions require at minimum 30 days' notice before auto-payments are processed. Visa requires cardholders to be notified 7 days before a scheduled charge to a Visa card. SEPA direct debit customers must be notified of upcoming auto-payments 1 day before the scheduled payment, per Cleverbridge terms and conditions.

Content required for auto-renewal emails

The CleverAutomations Auto-Renewal Reminder tactic Classification of an automation. A tactic refers to a ready-to-use marketing or renewal journey, each with its predefined parameters. These parameters, such as cadence, can be customized to fit your own specific needs. Cleverbridge offers various tactics, such as winback, renewal, and PDN. automatically includes all legally-required subscription information in auto-generated emails. Auto-renewal reminder emails must contain all of the following information about the subscription at hand:

• Name of the subscription product
• Length of the subscription term to be auto-renewed
• Renewal date: date on which the customer will be charged for subscription renewal
• Price that will be charged to the customer’s payment method Describes the actual payment method used by the customer to complete the purchase, for example, Visa, wire transfer, or SEPA Direct Debit. on the renewal date
• Payment method that will be charged on the renewal date
  • If the payment method is a credit or debit card, also include:
    • Card type (e.g. Visa, Mastercard, etc.)
    • Last 4 digits of the card number

Email Footer Content

All customer-facing transactional emails are required by law to contain the following 3 items: your corporate contact information, an option to cancel the subscription at hand, and a statement identifying Cleverbridge as the reseller of the subscription. This content is hardcoded in CleverAutomations emails footers and cannot be edited or removed via the CleverAutomations email editor UI.

Legally required footer content is reviewed and confirmed with CleverAutomations clients during onboarding. Please contact the CleverAutomations team if you wish to make adjustments to email footer content.

Additional details about required content:

Corporate Contact Information

For emails to consumers located in the United States, your CleverAutomations email footers must contain all of the following:

• official name of your corporation
• official address of your corporate headquarters

For emails to consumers located outside of the US, your CleverAutomations email footers must contain all of the following:

• official name of your company
• official address of your company's headquarters
• names of your executive management team or authorized representativ
• eregistered office/seat/court of your company (if any)
• any applicable commercial, cooperative, association, or partnership register numbers

Cancellation Option

We are required to provide customers with the option to cancel their subscription — or at least cancel auto-renewal for their subscription. In each transactional CleverAutomations email, a cancellation statement links to a subscription overview page that provides various self-serve subscription management options. All customers can use this page to toggle auto-renewal off or on for their subscription.

German law requires us to allow customers in Germany to immediately cancel their subscription if desired. For customers with a German address, the footer of this page contains a "cancel contracts" option which links to a subscription cancellation form.

Reseller Statement

Each transactional email sent from CleverAutomations must contain a statement identifying Cleverbridge as the reseller of the subscription at hand. CleverAutomations email footers by default contain the statement "Resold through Cleverbridge Inc." or "Resold through Cleverbridge GmbH" depending on the location of the customer, as well as customized links to Cleverbridge's privacy policy, terms and conditions, and order and payment support.

• Privacy Policy: https://www.cleverbridge.com/YOUR_CLIENT_ID/?scope=opprivacy
• Terms and Conditions: https://www.cleverbridge.com/YOUR_CLIENT_ID/?scope=optandc
• Order and Payment Support: https://www.cleverbridge.com/ YOUR_CLIENT_ID/?scope=opcuseco