Email Legislation Explained

Written by John McCabe


European Email Legislation in 5 minutes!

There has been a lot has been talk overrepparttar last couple of years - particularly sincerepparttar 109570 August 2000 Distance Selling Directive did not giverepparttar 109571 direct marketing industry sufficiently clear guidelines about opt-in and opt-out status in respect of email usage.

At that point it was left to individual EU Member States to ensure that Unsolicited Commercial Emails (UCE) are only sent where there is no clear objection fromrepparttar 109572 consumer. This ambiguity leftrepparttar 109573 way clear forrepparttar 109574 dubious spamming practices we have all witnessed overrepparttar 109575 last couple of years.

Following persistent lobbying from pressure groups, MEP's and responsible email marketers,repparttar 109576 EU Parliament finally moved in mid 2002 to clarifyrepparttar 109577 position in favour of gaining explicit consent from email users. Opt-in email marketing will becomerepparttar 109578 standard followingrepparttar 109579 second reading ofrepparttar 109580 EU Directive 2002/58/EC and its subsequent adoption later this year. So in practical terms, what does it mean whenrepparttar 109581 Directive is adopted inrepparttar 109582 UK? In a nutshell, it boils down to a couple of points: -

1. "..it is justified to require that prior explicit consent ofrepparttar 109583 recipients is obtained before such communications are addressed to them." This could not be clearer - opt-in isrepparttar 109584 only legitimate form of email marketing left available torepparttar 109585 direct marketing industry. Providing a simple opt-out mechanism will now no longer be sufficient to ensure legitimacy.

Email Microtargeting

Written by David Moceri


Email marketing is undergoing rapid changes. Now, more than ever, bothrepparttar creative and demographic selection and targeting of a message must be highly relevant and qualified.

Microtargeting has become a valued strategy. At VIBEdirect, we have seenrepparttar 109569 industry withstand incredible changes based on bandwidth, creative, message perception andrepparttar 109570 fickle marketing factors that affect both open and click through rates with today's campaigns.

Consumers received an average of 3 marketing related emails per month in 1999. This number is expected to jump to over 130 marketing related emails per month by 2005 due torepparttar 109571 success rate of email marketing andrepparttar 109572 number of companies sending optin email. The problem is that this trend has caused email open rates to drop.

Inrepparttar 109573 past, our success had been built on wholesaling opt-in email campaigns to brokers and agencies. But as business conditions changed, we evolved by providing our clients with a microtargeted approach for cost effective results and a positive return on investment. As a result, we have maintained a sustained, strong period of growth.

Our opt-in lists offer marketers a "politically correct" way to reach their target audience onrepparttar 109574 net. While using bulk e-mail lists is cheaper,repparttar 109575 practice in itself is extremely controversial. You must be very careful when considering using bulk e-mail to market your wares onrepparttar 109576 Internet. This can lead to some unexpected and unwanted results. For example, some of your recipients may decide to "flame" you by clogging up your e-mail system with angry responses to your marketing message. Other recipients will complain to your Internet Service Provider, who may decide to discontinue your account.

We have more than 2,000 opt-in lists with more than 40 million unique names to choose from. All of our email addresses are ALL opt-in from a variety of quality web sites, banner ads, e-surveys & e-zine lists.

The Power of Microtargeting Email microtargeting is really a distinct form of "niche" marketing, differentiating consumers by segmenting them into identifiable, targeted groups. It'srepparttar 109577 depth of relationships that counts, notrepparttar 109578 quantity. Studies show that closer relationships increaserepparttar 109579 likelihood that email advertising will make an impact.

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