Listening to your
customers Nick James talks to Mike Weston
Mike Weston, Managing Director of Silverpop EMEA talks to Nick James about best practice in email marketing, and how it is important to always listen to your customer.
NJ: There is a legal dimension to this, so what does the law surround- ing email cover? MW: Let me start by saying I’m no lawyer: I can’t give you legal advice... but I can talk generally. I guess there are two main things: One is the data that you’ve gathered, the information about those people – personally and generally identifiable. The second is the content itself – the words that you’re using, the imagery that you put around that.
NJ: Have there been many prosecutions linked to email marketing? MW: There’s never actually been a prosecution in the United Kingdom for email marketing under any of the current legislation. There have been a couple of cases that have gone to the small claims court but they don’t set a precedent. So no one really knows what may happen.
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HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE
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