DMA publishes best practice guidelines on e-mail marketing

Howard Lake | 30 September 2004 | News

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The Direct Marketing Association (DMA) has published a free guide on best practice in using e-mail as a marketing tool.

The 41-page document has been developed by the Email Marketing Council, part of the DMA, to help stimulate the positive development of e-mail as an effective marketing medium;
reinforce the key legislative issues that organisations should be aware of when
using e-mail; and to share examples and practical advice on how organisations can
maximise their results from using e-mail.

The guide covers collecting and managing data, tips on running e-mail campaigns, reporting and measuring campaigns, international issues, and complaints and dispute resolution. There are also appendices on the legal and regulatory requirements and on technical deliverability issues.

The guide provides a useful summary of the key issues involved in e-mail marketing.

The guide is available at no charge in Adobe Acrobat format (PDF).

About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.