Spam – the pain of email marketing - About Email Marketing

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Spam – the pain of email marketing

August 27th, 2009 by Richard

Spam violates the Acceptable Use Policy of all Internet Service Providers who vary in their willingness or their ability to enforce it. While some actively enforce their terms and actually terminate those guilty of spamming, other lack adequate resources, whether personnel or technical, for enforcement. Still some others are reluctant to enforce restrictions against profitable clients.

Because unsolicited mail is cheap to send and potential profits are high, only strict legal enforcement can stop spam. The Coalition Against Unsolicited Commercial Email, or CAUCE notes that “Today, much of the spam volume is sent by career criminals and malicious hackers who wont stop until they are all rounded up and put in jail”.

All the countries that represent the European Union have passed laws that specifically target spam and Article 13 of the European Union Directive on Privacy and Electronic Communications (2002/58/EC) provides that the these countries will “take appropriate measures to ensure that unsolicited communications for the purposes of direct marketing are not allowed either without the consent of the subscribers concerned or in respect of subscribers who do not wish to receive these communications, the choice between these options to be determined by national legislation”.

Legislative efforts are either ineffective or counter-productive for example, the CAN-SPAM Act of 2003 stipulates that each message has to include “opt out” measures, but it is widely believe that opt out messages are unwise and all they do is tell the spammer that they have in actual fact reached an active email. So, opt out is counter productive in the sense that recipients who are aware of the risks of opting out will decline to do so and that opt out message will provide spammers with the information they are looking for.

Ethical email marketing is the way forward. By only sending newsworthy and solicited mail, you can help in the fight against email marketing's poor reputation and a great way to ensure that your campaign runs smoothly is to bring in a reputable internet marketing agency to manage it for you.

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