Keeping it legal with email marketing


E-consultancy reports a piece of research by CDMS claiming that 31% of the UK’s top companies are failing to comply with EU directives on Privacy and Electronic Communications.

The article rightly points out that concluding a third of UK companies are email spammers from the report isn’t really valid. However my guess is that if that’s the rate of non-compliance among large companies with professional marketing departments, then non-compliance among small businesses is probably higher.

The best guide I’ve seen to getting email marketing right comes from the Direct Marketing Association (DMA) in the UK – it’s available free on the DMA website.

If you’re outside the UK bear in mind that different rules may apply, but the principles of sound email marketing are the same all over the world.