Seller or spammer: Stay legal when email marketing16 January 2006
A businessman in the UK recently won a landmark case against a marketing company that was sending him unsolicited emails, known as spam, resulting in the payment of damages by the company responsible. Although this was a relatively small case, the ruling indicates a growing public impatience with excessive marketing emails bombarding inboxes.
It should be remembered, though, that email marketing can be a useful tool for small businesses looking to get noticed by potential new customers and keep existing customers abreast of current products and offers. There is a fine line, however, between an aggressive marketing policy and becoming a "spammer". So just how can companies market themselves effectively in this way without crossing legal and patience thresholds?
Benefits and tips
Organising an efficient marketing policy can mean that small businesses easily avoid the pitfalls while reaping the benefits of email as a promotional tool.
- Customers from anywhere in the world can be targeted, making small businesses competitive on a global scale.
- Marketing material can be tailored to match the potential requirements of a customer to improve relationships and up sales.
- Reduce overheads as email marketing costs significantly less than mail-shots or telephone cold calling.
- Improve productivity as less manpower is required to get the company message to the client or process queries and responses.
When sending promotional emails and compiling customer databases as a result, it is essential to adhere to Data Protection Act and anti-spamming regulations and build and internet and email policy around them. Ensure that you are aware of the basic rules to using email marketing successfully.
- Use the Bcc field when sending an email to many customers to protect their privacy.
- To comply with the law companies must supply their own business details in full.
- Ensure that any unsolicited messages sent for commercial purposes are clearly identified as such to allow recipients to choose not to open it.
- Individual contacts cannot be sent marketing material unless they have given consent.
For more information on how to capitalise on email marketing and stay within the law, see the information commissioner's website.
Post a comment
As usual, we would be delighted to hear your comments or questions about this article. Comments may be published on this or any other BT site.
