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DMA: Firms should respect email privacy
Businesses must comply with privacy regulation when harnessing the power of email marketing, it has been suggested.
An expert in the industry has said that the email marketing has "enormous" potential.
Head of interactive media at the Direct Marketing Association Robert Dirskovski has said that email has become a part of society.
"It's self evident that email is now firmly established in everybody's lives," he remarked.
However, companies must follow the rights of the consumer set out by The Privacy and Electronic Communications Regulations, he commented.
"You need to have prior consent before you are able to send an unsolicited marketing message," he said.
Mr Dirskovski added that firms should avoid indiscriminately barraging consumers with irrelevant material.
The Privacy and Electronic Communications Regulations came into force four years ago.
Stopping unsolicited emails and SMS marketing were the main aims of the initiative.
www.email-marketing-campaigns.co.uk
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