Outsourcing e-marketing needs can prove to be “cheap and beneficial” for small and medium-sized enterprises, according to new analysis from industry experts.

The Direct Marketing Association (DMA) which is Europe’s largest trade association within the marketing and communications sector says that e-marketing can be hugely beneficial to companies, but if they fail to target prospective customers appropriately, they could be breaking privacy laws.

The Privacy and Electronic Communications Regulations came into force in December 2003, which prevents unsolicited email (spamming) or SMS marketing. So firms that email customers without prior permission could be committing an offence.

In order to circumvent this, company directors should consider hiring third-party marketing firms to handle their email communications.

Robert Dirskovski, head of interactive media at the Direct Marketing Association said: ” If you’re irritating your customer by sending them information that isn’t relevant to their position, you’re not going to get very far. Accurate targeting is absolutely essential if you’re going to reap the benefits.”

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