I Don't See Anyone Dancing

Share this content:
The word among anti-spammers is that "direct marketers are dancing in the streets over it." "It" is an anti-spam bill that's expected to become law now that it has passed the Senate and House of Representatives, though the House still has some minor changes to approve. Granted, marketers were cursing California state Sen. Kevin Murray for the past few months for getting a too-restrictive anti-spam law passed in his state. But that turned out to be a good thing, as it clearly was the driving force behind the Senate and House coming to agreement instead of putting the legislation aside for another year.


The California law, which would have gone into effect Jan. 1, made it necessary for Congress to step in. It would have created a multitude of problems, including banning ad-supported e-mail newsletters - something unintended, but uncorrected, by the bill's author. A national anti-spam law will overrule three dozen state laws and create one unified code for everyone to follow. Anti-spam activists contend that the new law will do more damage than if Congress had done nothing at all because it will encourage companies to send more e-mail. This will be hard to prove, but since spam is increasing every day I'm sure we'll be hearing them say, "I told you so," very soon.


Still, something needed to be done, especially with studies saying spam makes up 50 percent of all e-mail and costs businesses $10 billion a year in lost productivity, server space and software to filter out. On top of that, 15 percent of "good" e-mail is being silently sidelined as ISPs and companies tighten the noose on their spam filters. That's not good for anyone if we're to get beyond this mess of porn, cheap mortgage rates and sexual aid crud filling our in-boxes. The law also will include a provision requiring the Federal Trade Commission to recommend how to set up a national do-not-spam list even though the FTC has said such a list won't work because rogue spammers will simply ignore it. Just watch the fireworks fly if a spammer ever hacks into that list.


In the war against spam, there is no single magic bullet, otherwise someone would have used it by now. It's not legislation. It's not blocklists. It's not best practices. It's not technology. There will always be criminals who come along and abuse the system. But a combination of all of the above should make a difference. Here's to a start.


Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here