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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/
John McCabe is the co-founder of UK Marketing Management (UKMM), a specialist direct marketing agency. He has 15 years experience of developing direct marketing campaigns in a variety of industries. During the last four years he has concentrated on email marketing, both as a corporate end user and as an agency. During this time he has helped develop the media with list owners, broadcasters and clients - pushing up service levels and quality of data.
