You opt the cookies in, the mail out

I read your article on the future of e-mail marketing (e-volve November 29) with interest. In my view the proposed legislation regarding e-mail broadcasts and cookies is back to front.

Firstly, cookies. Should they be opt-in as the MEPs say, or opt-out? There is clearly a lot of ignorance regarding cookies, and with ignorance comes suspicion, particularly when people’s misunderstanding is made worse by hyperbole in the national press. Website owners should be educating their users with clear explanations and privacy policies on their sites. Over time users will come to understand how cookies will enhance their user experience and explicit consent to use cookies will become redundant – in other words, the use of cookies should be opt-out (if at all) and not opt-in.

In contrast, the UK Government is in favour of the opt-out model for e-mail broadcasting. In this instance perhaps a more cautious approach is needed. Anyone who has a Hotmail account will recognise the problems caused by spammers clogging up their inbox. The danger for reputable companies is that users will start to “carpet delete” all e-mail communication. As e-mail campaigns become less effective the ratecard drops, encouraging more and more spamming. An opt-in policy will mean that users will only be getting e-mail communications from companies in which they have a genuine interest. Coupled with “best practice” attitudes from e-mail broadcasters, effective one-to-one marketing will become a reality. I note that opt-in applies to SMS – why should e-mails be any different?

Thankfully there is now a period of lobbying time to educate our Belgian and UK regulators to how best to protect Web users and advertisers.

Ben Barney

Internet marketing executive

Thomson Directories

Farnborough, Hampshire