Adventures in Mobile Marketing

Getting Splogged & Ethics

Talking with an affiliate marketer the other day, we discussed how there are just slimy people in this world, and namely, in our industry. At the MarketingSherpa conference in Miami a few months ago, I met an honest to god, real spammer. Basically- after a few comments, I knew for sure where his ethics lay.

I seriously considered in 2002 about getting out of permission marketing, because the slimy factor, for me at least, was too high. Then, as usual I found a group of neat people, a great client, a team of marketers and email folks that I really hummed with, and we set about doing some truly cool and fun initiatives.

Then, I got splogged yesterday- my content stolen and re-purposed on someone else’s web site- and it reminded me again that there are con artists, unethical folks, and generally clueless people in this industry (or sadly, trying to be in this industry!). As he says on his site, “2,000,000 emails an hour!”. Is that something to brag about- blasting out nameless, offer-free, un-rich emails per second?

So it brought up the issue of what is an ethical email marketer (besides respecting copyright laws!):

- Recognize the privacy of the consumer- analyze data on an aggregate, not on an individual level

- Maintain and respect unsubscription processes and individual acts

- Communicate with those that want the information: internally evangelize the concept of positive, response filtering so frequent and interested customers are a prioritiy in all communications

- Maintain proper data channels, and data flows, for the workings of all of the unsubscription paths. Keep a high level of integrity for the processes of unsubscription

- Respect local laws on Privacy, and moreso, improve and evangelize tighter and more respectful privacy policies

- Do not sell lists

- Evangelize behavioral vs. demographic targeting, list acquisition, data appends.

- Promote security internally with personal information- make sure that all CRM staff knows how to handle personal information, passwords, encryption, data transfer, and manage the prevention of any loss or theft of PII. This is ongoing and training is ongoing, as well.

- Recognize the copyright laws, and practice them in regards to stock content, user-generated content, and other content in the email creative.

- Provide multiple, and quick unsubscription paths for all communications

- Provide contact information on each email, available at any time.

- Retain control of all messages outgoing from the customer database, and branding, From address, basically all content and functionality in line with the communication strategy

- Educate marketers on what they can- and can’t- use from a privacy perspective

- Promote routine privacy policy emails to the base on usages, rights, and changes to the policy.

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Written on Friday, 25. April 2008 at 13:35 In the category blogging, ethics. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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