Email Marketing Best Practices

A bill was introduced in the Canadian Parliament at the end of April titled the Electronic Commerce Protection Act (ECPA). This new legislation is the Canadian government's attempt at stemming the tide of unsolicited messages. If you typically send true opt-in messages, you are in good shape. However, if you read the bill in its entirety, it casts light on a shade of gray that many in the email world have used to opt someone into their list who -- from the perspective of the recipient -- did not want to be included. The ECPA raises the question of what a pre-existing relationship is, and when is it okay to communicate with an individual with whom you have a pre-existing relationship?

I'm convinced that this article may raise more questions than provide answers, but hopefully it will stimulate thought and discussion around how your organization addresses this important question.

Read the rest of the article at MediaPost.com