2. "Within context of an existing customer relationship, it is reasonable to allow use of electronic contact details for offering of similar products or services, but only by same company that has obtained electronic contact details….." This protects use of email as a medium to existing customers. However there is a word of caution in Directive…. "When electronic contact details are obtained, customer should be informed about their further use for direct marketing in a clear and distinct manner, and be given opportunity to refuse such usage. This opportunity should continue to be offered with each subsequent direct marketing message"

3. Implementation of Directive by each Member State is due by 31st October 2003, so time is running out for spammers.

4. Move quickly to gain opt-in status for your email address lists, and protect yourself when renting email lists by ensuring that status is only opt-in

As implementation in UK gets closer I will from time to time re-visit this subject. To be kept abreast of what this legislation change means to you as a direct marketer, go to our website and opt-in to receive our regular news updates. http://www.ukmarketingmanagement.com

This document was downloaded from Bonar Media “knowledge base” at: http://www.bonar.co.uk/

For higher quality (more targeted and uniform) audience, advertisers have traditionally paid a higher cost per impression, although overall cost for advertisers is lower with email campaigns since number of impressions is lower. In addition, ability to modify and adapt creative to confront rapidly changing marketing conditions makes this medium especially attractive and cost effective.

Our microtargeting approach has been very powerful. This strategy focuses on increasing market share--that is, on selling a product to as much of market as possible. Once a product succeeds on a microtargeting level, we can eventually modify it to appeal to a larger group. When properly and effectively executed, microtargeting leads back to masses.

Instead of trying to reach greatest number of people, microtargeting focuses on earning more of an individual customer's business. This strategy doesn't target groups of customers, it targets units of one.

The foundation of our microtargeting approach lies in idea that 80% of a company's business comes from 20% of its customers. The most active frequent fliers account for bulk of airline profit. So, rather than aiming to reach all possible fliers, airlines realize they can more efficiently market themselves by trying to win over top level, and by encouraging those frequent fliers to fly as frequently with them as possible.

Our microtargeting email practices help businesses provide better, more personal services. It is an equally effective strategy for both business acquisition and retention.