Email marketing can be effective if done properly but there are also legal risks to consider. Under UK law, explicit consent is required to email market to consumers and existing customers. When gathering permissions, opt-ins must be true opt-ins where the recipient selects they wish to receive emails rather than not unticking a pre-selected box. Rented or purchased email lists also carry risk if the permission process was not consent based. Proper response to access and deletion requests is also required by law. For best results, email campaigns should be tested, segmented, personalized with relevant content and offers, and plan follow up messaging.

1. Email Marketing - does it work? -what are the rules – legal and otherwise?

2. Does it work? Half the money I spend on advertising is wasted, – The trouble is I don’t know which half John Wanamaker – 1838 – 1922

3. Well it doesn’t ….. If you do it like this

4. Or this

5. This is what you should see

6. And it doesn’t work if you don’t think about it

7. No prizes then for the “experts”

8. …unlike WARC

9. …who are brilliantly simple and effective

10. So what matters?

11. And where does the effort go?

14. The downsides – Negative PR In the only organ that matters………..

15. Google kills companies

18. Thanks for listening Tim Beadle – 07768 512445, tim.beadle@mieurope.eu