E-mail marketers need to clean up their act

AOL and Yahoo!’s partnership with Goodmail will have a positive impact on the quality of e-mail marketing in the US, and it will not be long before higher standards of permission-based marketing reaches the UK shores (MW March 2).

The change will benefit consumers as it will force businesses to take a more responsible approach to the quality of permission on their opt-in lists or pay the price for delivery via systems such as Goodmail.

The cost can be avoided if businesses clean up their act enough to be added to an enhanced whitelist, but this requires them to maintain low complaint rates. These are achieved by having good permission quality and by delivering relevant content, and it is this kind of accountability that is missing on this side of the Pond.

The UK has low levels of permission standards and privacy laws compared with the rest of Europe. Introducing a responsible and intelligent approach will reduce generic mailshots and force e-mail marketers to focus on individuals.

After all, targeted e-mail campaigns are far better at increasing response, so in the end everyone wins.

Andrew Burford


EMEA Responsys


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here