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Email marketing campaigns 'should be responsible'
08/04/2009

Responsible email marketing urged

Issue Codes Email marketing services

Email marketing campaigns should be responsible when it comes to consumers' need for trust, an expert has said.

Marketers should consider making the process of changing email marketing preferences as easy and transparent as possible to earn recipients' respect, remarked Ashley Johnston of DMNews.

Businesses could set up email marketing preference centres that offer options to update profiles in as simple a manner as possible, she suggested.

Ms Johnston added: "Make it easy for customers to tell you what they want, while keeping in mind that their stated preferences are not static and susceptible to change."

Best practice guidelines developed by the Direct Marketing Association for the email marketing sector advise businesses to tell customers how often they are likely to receive messages they have signed up for when they opt in.

The organisation also recommends that marketers give consumers the option to change the frequency of their online mailings.