CC me? Think again...
The Direct Marketing Commission is always at the forefront of hearing what’s happening in the industry, good and bad. One of the downsides of being ‘in the know’ is that whenever friends have a bad experience on the web, they tend to get in touch so when we leave the office … we don’t leave the office.
Direct marketing is growing at a huge rate because it can, and a lot of the output we see extols the power and potential of talking direct to consumers. But not all of those ‘potential customers’ either like or understand what they’re seeing and hearing.
One example. In the last few months we’ve seen small firms jumping on the email bandwagon who are making one terrible and consistent mistake.
Let me introduce you to the ‘open cc’ email.
This is the rather unexpected and unpleasant way to have your own email address publically shared with a few hundred strangers, all under the guise of a promotional mailing from a brand that, at least until a few moments ago, you probably trusted.
Sound familiar? I hope not, but it may be. And it’s becoming increasingly familiar as more and more small businesses unleash their managers onto the internet to practice what they think is digital marketing. Make no mistake: there’s nothing that turns customers against brands faster than abuses of personal data.
The managers of SMEs need to wake up to the importance of customer data, treating it with the respect and privacy it deserves. If permission is granted by consumers to use their data then it’s granted for a specific use. If permission has been given for something to be shared then that’s fine too.
But if ill -trained marketers are merrily spamming their customers in some misguided notion that this will boost sales, then they need to understand they’re putting their customers and careers in danger.
Having the tools to be a direct marketer doesn’t make you one.
Email is an intimate and precious channel. Use it wisely and respect the permissions of those who invited you to contact them.
Ask first.
More information about the regulation of direct marketing through the internet is available from The Direct Marketing Commission.
Matti Alderson is a Director of FireHorses Ltd, a company that advises on regulatory strategy. She is the chairman of the Direct Marketing Commission and the former Director General of the Advertising Standards Authority, which controls all non-broadcast advertising in the UK. She is a member of the MAFF's Food Advisory Committee and the Review Body on Doctor's and Dentists Remuneration.