E-mail-based customer relationship management and direct marketing company MessageMedia Inc. has published a
white paper on spam entitled “Sometimes the Messenger Should be Shot:
Building a Spam-Free E-mail Marketing Program.”
Designed to be a resource for marketers, the white paper explores aspects of
e-mail marketing such as the anti-spam movement and legislation; the
definition of opt-in,
responsible list management, and examples of successful and unsuccessful
e-mail marketing practices.
“Spam is a serious problem, it is the `dark side’ of our industry that could
make or break this new marketing medium,” said Derek Scruggs, whose title at
the company is Permission Advocate.
“As an e-mail marketing company, it is
our responsibility to help marketers practice proper e-mail etiquette. We
hope this white paper reaches marketers who are currently spamming or
marketers preparing to launch their first campaign.”
The white paper is available here in PDF
format.
MessageMedia clients include E*TRADE, AOL, Apple, Yahoo!, Microsoft,
GeoCities, Intuit, CMP Media, Barclays Bank, EDS, CNBC, Universal Studios and
Bertelsmann AG.
