Direct marketing ’should not flirt with law’
Web marketing experts have claimed that it is pointless to barrage unknown web-users with direct marketing emails.
E-consultancy explained that company brands could be severely damaged by accusations of ’spamming’ individuals, making it necessary to retain a high focus when conducting direct marketing campaigns.
New electronic communications regulations require individuals to opt in before they receive marketing emails, unless interest has already been shown in products and services linked to the marketing campaign.
Linus Gregoriadis, head of research at E-consultancy, said: "Some companies buy lists of contacts who have opted in to receive communication from third parties. This is legitimate but marketers typically have better returns when they are emailing people within their own organically grown database."
"Marketers should do their utmost to make sure they only send their customers relevant emails. This process can be aided by customer segmentations whereby people are contacted according to their interests, profile and previous behaviour."
He added that if people continue to receive irrelevant emails they will switch off mentally and eventually report it as spam.
