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7 Million Emails for Hire

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By: Darrenf Created on: April 16th, 2003
Bookmark this article with: Delicious Digg StumbleUpon

Using third-party email lists for your marketing campaign can be counter-productive and even illegal, argues Darren Fell, MD of Purepromoter.

7 MILLION EMAILS FOR HIRE

With the whole world crying out against the constant barrage of spam besieging their inboxes, is our industry doing all that it can to prevent spam, or actually making matters worse?

Stunning as it may seem, I am still coming across adverts to sell lists. 7 Million Email addresses for rental the advert screams.

What they the customers purchasing these lists fail to realise is that the original granted to use the email addresses has long been abused by a continuous stream of untargeted, irrelevant emails, as the lists are used again and again by different companies and brands.

As the godfather of permission marketing himself, Seth Godin, states in his book on the subject, "It's clear to me that the most important part of the permission troika - anticipated, personal and relevant - is anticipated. And Spam is not just unanticipated, it's dreadful."

On a daily basis I am asked do you sell lists?. Like a CD player on repeat I have to deliver the same speech, talking of the benefits of building lists organically through clever online partnerships, competitions and text back-facilities, rather than risking damage to your brand by using rented lists.

List brokers do have a place in the market but the brands must be clear as to their intended goals. If the numbers game is the immediate priority, with the emphasis on building up customer databases using brokered lists, BEWARE!

A major UK animal charity unfortunately made a couple of gaffs recently by sending a mass mailout to bemused residents in Virgina, USA. Two weeks later, Texans received pleas to protect British kittens during Guy Fawkes' night! Relevant, focused, targeted? Im afraid not.

Good businesses are based on credibility, and that has usually been built up over many years. It can take one Spam too many to lose it. Going down what appears to be the easy route isnt quite so easy when it attracts negative publicity. The simple answer is just dont do it!

As each industry body advocates the anti-Spam route, the Advertising Standards Authority finally took a stance last month, advocating that companies obtain explicit consent before sending email and SMS. This is good news!

With the EU Data Directive now in place in the UK as well as most of Europe, it will be illegal to send an email or SMS without the express permission or the recipient.

So although we cannot directly stop spamming companies from hiding behind false email addresses and relaying mass mailouts via far-afield countries like North Korea, lets see if the industry, the email marketing companies, the agencies and the brands themselves can take a long, hard-look at how to stamp out spam in the digital media industries. Its really not that hard to be ethical.

Profile

Darren Fell, Managing Director of Purepromoter (www.purepromoter.com)

Darren, along with his team have built one of the first ethical electronic messaging companies and adopts a system called Requested Customer Relationships (RCR) which automatically ensures the brands do not inadvertently continue to Spam their target audience. This is how the company got the name Pure, says Darren.

Email Darren at: darren.fell@purepromoter.net

RCR is a system that for the first time puts the recipient in control of their Inbox by allowing them to select as much or as little further communication from that company. If they are distrusting of the opt-out link, RCR will automatically opt them out after a few more mails and one warning mail. This ensures brands are protected and only those who continue to find this information relevant and useful, continue to receive it. RCR is currently undergoing the Patent process.

Comments

fullinbox said:

Purepromoter spams too <p>Funny how spammers always define spam as something other than what they do. <br/> <br/>I got spam from some recruiter wheeze from these guys. Was not wanted or relevant. Did they care? <br/> <br/>They maintain their right to fire as much email at you until either your email system collapses, or you beg for mercy. When you report it as spam, they get all whingy and say they are saving the planet because they are cutting down on direct mail. Hell! I don't want direct mail either. But I don't want their spam. They aren't saving trees - they are spamming me. Simple. <br/> <br/>They say they got the name &quot;pure&quot; through some ethical consideration. Well, its &quot;pure spam&quot; to me... its bulk mail, I didn't request it, I didn't give permission to receive it, and I'm not interested in it. If you wish to promote your product by spam, remember it will be viewed alongside other products which are similarly promoted in this way - penis pills, pornography, fake drugs, etc.<br/></p>

darren.fell@pure360.com said:

Pure in NOT a spammer <p>Dear 'fullinbox', <br/> <br/>I am very sorry that you feel that one of Pure's customers has sent you a piece of unsolicited communication. <br/> <br/>As a member of the DMA we follow the strictest of guidelines, far beyond the EU data directive and beyond the DMA guidelines. As you can see, we treat this very seriously as this has been passed to me, the Founder of Pure360.com. <br/> <br/>In this case we will investigate this in detail as we literally jump on any issue that arises! <br/> <br/>To help us with this investigation can I ask that you send me (my details are available on NMK) the offending email and your email address or the recruitment company you remember it being from. <br/> <br/>We will immediately ask them for proof that they have collected your information correctly and check the actual deliveries to you. This will include an IP address, the username you signed up to their service with etc. If we are not entirely happy that they have acted responsibly and cannot produce this proof, we will immediately cancel their service from Pure. <br/> <br/>I look forward to hearing back from you so in your eyes we can clear our good name. <br/> <br/>Pure is unlike the rest of the marketplace in the email marketing industry. I can promise you we really do care as hopefully you can see by my efforts. <br/> <br/>Kind regards, <br/> <br/>Darren Fell.<br/></p>

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