Business Doctor

7 October 2006

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Each month a panel of experts from the Chamber answers your business dilemmas. This month's panel includes Lawrence Jones of Manchester based ISP UKFast.

Q. I am building my presence on the Internet and using email marketing to raise awareness. How can I make sure my email initiatives don't break the law?

A. Many businesses leap into e-marketing without pausing to consider the effect of their emails.

When a company adds an email address to a contact list and includes it on a newsletter mail-out, they are effectively spamming. The technique is ineffective and illegal.

The best way to build an official mailing list is to get people to opt in.

Companies with a walk-in service can place a goldfish bowl in reception requesting business cards and offer discounts, special offers or even prizes in exchange.

Online businesses create virtual goldfish bowls. You fill in contact details, agree to receive email and get the chance to win free gifts or peruse disounts.

Even more clever are marketers who get their existing contacts to develop their list. Travel companies are adept at this. Airlines send a game to their mailing list offering free flights to winners.

However, you only get to play if you pass the email on to four friends.

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