I think that the law sets a minimum standard and probably not much more than that. And I think best practice is the thing that you will take from starting with the legal framework; the things that you build around that that actually help you drive your business.
NJ: Why is best practice so important? MW: The level of confidence that people have in internet sites is the lowest level of confidence across the board. They trust us less than they trust the government. They trust us less than they trust the tax office to look after our data and keep it safe.
As I said, there’s never actually been a prosecution but I think if ever there was a time in our society when that kind of prosecution is likely to happen, it’s probably around about now. So I think this is really important for us to think about as we consider what we’re going to do with our email marketing communications. So my view is if in doubt, think about what the legislation is trying to protect, and think about how that plays back to your relationship with your customers and prospective customers and really try to do the right thing. That in a nutshell, is why best practice is so important.
NJ: How can you make email marketing work for your company? MW: Email is essentially a medium that’s about conversation. Marketing historically has been one-way: shouting at people - as many people as possible, as loud or as cleverly as you can. Email doesn’t work that way. The way email can work really well is when you start to drill down into a personal conversation with somebody on a one-to-one basis, or at least give the impression of a one-to-one conversation. There are certain rules to conversation and I think you should have those in the back of your mind when you think things through.
HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE
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