THE REVOLUTION EMAIL MARKETING REPORT: Sponsored by Frontwire - Fortune shines on email marketers
The UK legislation on email marketing that came into force in December appears to have had minimal impact on my inbox. This is, perhaps, hardly surprising since most of the spam in it comes from overseas, beyond the reach of our nation-state legislation.
To wipe out the worst spam requires advanced filtering technology that can tell the difference between spam I don't want and legitimate personal and commercial messages I do want.
However, the legislation provides a framework for legitimate marketers to ensure consumers have control over what they receive and that firms can reach out to customers in a more cost-effective way. On that basis, I support the DTI's work in interpreting the EC directive, and it has provided a competitive playing field that is level for businesses both big and small.
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With the ground rules clear, it is time for marketers to make the most of the medium while respecting customers. For the last year, I've been working with a committed team at the DMA to establish best practice guidelines that stimulate the positive development of email as a marketing medium. I hope they also combat spam.
Frontwire has worked with some innovative companies that have developed more targeted and interactive campaigns, extending beyond email into personalised microsites. Results are measured in detail that no other medium can deliver, and ongoing test programmes aim to improve campaigns. The combination of these techniques can deliver significant revenues and great savings, providing a remarkable ROI.
With marketers learning how to engage customers, perhaps it isn't surprising that legitimate marketers have seen response rates rise, despite the deluge of spam.
It is with great excitement that I look forward to 2004 as the year when email marketing establishes itself as a definitive medium for developing customer relationships. I have found that those of you who are involved with email marketing have innovative minds and a great sense of adventure, and I look forward to meeting more of you this year.
Jobs
- MARKETING MANAGER : Luxury Travel Company, Dylan*
- , Central London
- INTERNAL COMMUNICATIONS MANAGER, Dylan*
- GOOD BENEFITS, Central London
- Digital Content Manager, Sage UK Limited
- , North East England
- Account Manager, Livewire PR
- £27-33K, West London
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