DMA UK Offers E-Mail Best Practices

Britain's Direct Marketing Association yesterday introduced its best practices guidelines for e-mail marketing, which are meant to promote e-mail's use as a marketing tool.

The guidelines also address major legislative issues marketers should be aware of when using e-mail campaigns.

"These guidelines will play a vital role in displaying how companies can produce effective e-mail marketing campaigns while staying within the law," Chris Combemale, chair of the DMA E-Mail Marketing Council, said in a statement from London.

Available to all DMA members, the guidelines focus on collecting and managing data, e-mail campaigns, complaint resolution, international issues and deliverability. Also included is a summary of legislation, regulation and codes applicable to e-mail marketing.

According to the 900-member organization, the use of e-mail marketing was up 40 percent last year. Britons in 2003 spent about $25 billion on direct marketing activity, making it one of the top 10 industries in Britain.

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