Email Marketing Council
Best Practice Guidelines
Direct Marketing Association (UK) Ltd
27 July 2004
Email Marketing Best Practice Guidelines – July 2004
The Direct Marketing Association (UK) Limited
2
Contents
Foreword.....................................................................................................................3
1.0 Introduction ................................................................................................4
2.0 Collecting & Managing Data.......................................................................5
2.1 Data collection........................................................................................5
2.2 Data hygiene ..........................................................................................9
2.3 House Files ............................................................................................9
2.4 Renting Lists – ‘Host Mailing’ ...............................................................10
2.5 Appending Data....................................................................................11
3.0 Email Campaigns.....................................................................................13
3.1 Key Issues............................................................................................13
3.2 Campaign Hints & Tips.........................................................................16
4.0 Standard Metrics for Measurement & Reporting ......................................20
5.0 International Issues..................................................................................21
5.1 Transferring data outside the EEA .......................................................21
5.2 Emails received outside the UK............................................................22
6.0 Complaints and Dispute Resolution .........................................................23
APPENDIX A. Legal and other regulatory requirements................................24
i. Summa