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Adestra report shows increasing confidence about email compliance

The Adestra/econsultancy Email Marketing Census for 2009 shows that a large majority of email marketers and their agencies believe that they fully understand the legalities of email marketing.

89% of marketers and 88% of agencies from a sample of 1,000 companies believed that they had effective control over legal compliance and data protection issues. However, significant numbers of respondents say their companies do not have effective control and governance of the frequency of emails sent (24%) and the relevance of emails to individuals (30%).

The respondents to the Census are amongst some of the biggest users of the channel. This may be a factor in the belief that governance issues are under control as larger companies often have the resources to check legal issues with lawyers or consultants. It is likely that smaller organisations would not feel so bullish.

The report provides a wide ranging review of email practices. Deliverability and quality of email databases (presumably including permission rates) were seen as significant barriers to the maximization of the channel but for overall ROI (particularly for retention) email was seen as good value. 72% of the sample admitted that they are not using email marketing as effectively as they could and there was less confidence about cold email campaigns. Only 16% believed they were using email as effectively as possible for acquisition compared to 24% for retention.

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