The Federation of European Direct and Interactive Marketing launched an e-mail marketing council yesterday designed to counteract the threats to the industry.
While e-mail marketing has great potential as a marketing medium, problems with spam are leading to more regulations around the world, according to FEDMA. It is imperative that key industry players work to combat these threats by promoting best practice and respecting consumers' wishes, the association said.
“There are many different proposals to try to prevent spam, including filters, certificates, regulations, etc,” FEDMA director general Alastair Tempest said at this week's E-mail Marketing Forum in London. If companies carrying out bona fide e-mail marketing “are not actively involved in these initiatives, the medium will be strangled in the cradle.”
The council will meet for the first time this summer. For more information, e-mail Catherine Brett at [email protected].
