Internet
Fact-checked

At EasyTechJunkie, we're committed to delivering accurate, trustworthy information. Our expert-authored content is rigorously fact-checked and sourced from credible authorities. Discover how we uphold the highest standards in providing you with reliable knowledge.

Learn more...

What is Email Direct Marketing?

Mary Elizabeth
Mary Elizabeth
Mary Elizabeth
Mary Elizabeth

Direct marketing refers to advertising that travels straight from a business to its customers with no intermediary. This type of marketing has several benefits: first, it can be more specifically targeted than, for example, buying advertising that the business’s customers may or may not come in contact with; second, it can be tracked to see how effective it is. Flyers and catalogs sent by snail mail are more traditional types of direct marketing. Email direct marketing is a newer approach in which promotional material is sent via email.

Direct marketing via email has some advantages over telemarketing and direct mail. First of all, it costs less than either. This means that businesses can send out more marketing messages and fine-tune them to different segments of their audience. Second of all, it is not subject to global cutoffs, the way telemarketers of any kind can be stopped by signing up for the national do-not-call list.

Email direct marketing can be very cost-effective, but businesses should adhere to certain guidelines to keep from being labeled as spammers.
Email direct marketing can be very cost-effective, but businesses should adhere to certain guidelines to keep from being labeled as spammers.

However, email direct marketing has guidelines, rules, and penalties that are not in place for mailings sent through the United States Postal Service. It is important for anyone who plans to begin an email direct marketing campaign to become acquainted with both the law and the currently accepted best practice. The first will help prevent the business from being labeled a spammer. The second will help keep the business in its customers’ good graces.

As part of "netiquette," marketers must remember that online interactions function the same as those in the real world.
As part of "netiquette," marketers must remember that online interactions function the same as those in the real world.

In 2003, the CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing Act) was passed. In it were some requirements for those who send out commercial email, a definition of commercial spam, and an explanation of the penalties for spamming. According to CAN-SPAM, an email direct marketing can be commercial spam if it has four characteristics: it must be sent in bulk, contain nearly identical, if not identical, messages, not have been solicited by the user, and be email of a commercial nature. Email that has these characteristics is known as Unsolicited Commercial Email or UCE.

Direct marketing via email has some advantages over telemarketing.
Direct marketing via email has some advantages over telemarketing.

CAN-SPAM requires the use of accurate header information and subject lines, the presence of opt-out options, and the inclusion of the sender’s physical postal address, along with a clear statement that the message is commercial in nature. In addition, it is forbidden to harvest emails by collecting them from websites, use scripts or other means to automatically register accounts, create recipient email addresses by permutation, or use a computer or network to relay email without permission of the owner. Experts go further. They say that CAN-SPAM is only the minimum and honest, aboveboard merchants should use opt-in, rather than opt-out; never buy or sell email lists; and be clear about the opt-in and what the results of the choice will be.

Mary Elizabeth
Mary Elizabeth

Mary Elizabeth is passionate about reading, writing, and research, and has a penchant for correcting misinformation on the Internet. In addition to contributing articles to EasyTechJunkie about art, literature, and music, Mary Elizabeth is a teacher, composer, and author. She has a B.A. from the University of Chicago’s writing program and an M.A. from the University of Vermont, and she has written books, study guides, and teacher materials on language and literature, as well as music composition content for Sibelius Software.

Learn more...
Mary Elizabeth
Mary Elizabeth

Mary Elizabeth is passionate about reading, writing, and research, and has a penchant for correcting misinformation on the Internet. In addition to contributing articles to EasyTechJunkie about art, literature, and music, Mary Elizabeth is a teacher, composer, and author. She has a B.A. from the University of Chicago’s writing program and an M.A. from the University of Vermont, and she has written books, study guides, and teacher materials on language and literature, as well as music composition content for Sibelius Software.

Learn more...

Discuss this Article

Post your comments
Login:
Forgot password?
Register:
    • Email direct marketing can be very cost-effective, but businesses should adhere to certain guidelines to keep from being labeled as spammers.
      By: adimas
      Email direct marketing can be very cost-effective, but businesses should adhere to certain guidelines to keep from being labeled as spammers.
    • As part of "netiquette," marketers must remember that online interactions function the same as those in the real world.
      By: a4stockphotos
      As part of "netiquette," marketers must remember that online interactions function the same as those in the real world.
    • Direct marketing via email has some advantages over telemarketing.
      By: WavebreakMediaMicro
      Direct marketing via email has some advantages over telemarketing.