Email Marketing Best Practice

Email Marketing has grown in leaps and bounds since the original DMA best practice guidelines were written in 2004. With more consumers online and the cost of running campaigns plummeting, email marketing is now more than ever a viable sales channel for most businesses.

Rupert Harrison, chair of the DMA Email Marketing Council’s Best Practice Hub, says:
“By adhering to our guidelines, email marketers can maximise ROI and cut through inbox ‘clutter’. Email marketing that breaches the guidelines not only brings the medium itself into disrepute but also has the potential to massively damage a brand.”

Isn't that true. DIY email marketing can produce the most horrible copy with mixed messages and unclear calls to action. Bad emails can make a company look unprofessional and have customers unsubscribing in droves. The June 2007 guidelines cover everything from data collection and hygiene to invaluable practical advice on planning and implementing the campaign. The guidelines reinforce the fact that relevant, targeted communications with processes in place to manage unsubscribes and responses get results.

Download the complete guidelines from the Direct Marketing Association website.