This Week In Email News – June 9, 2012


in Industry News

We hope the month of June has started well for you and your business. Email marketing is timeless and at Route 72, we pride ourselves in keeping up to date with the latest technology and news regarding email. This week, we will briefly talk about cookies and point out what we already know…that email still is the preferred medium to get your message across and keep your online website “Penguin” proof!

For our UK readers, the EU e-Privacy Directive, which was introduced on May 26, 2011 and covered specific cookie rules that all UK organizations need to comply with. All UK internet businesses were given a full year to comply and now the governing body, the Information Commissioner’s Office (ICO) will be looking to fully enforce these rules.

For those who don’t know, a computer cookie, as defined in Wikipedia is:

A cookie, also known as an HTTP cookie, web cookie, or browser cookie, is usually a small piece of data sent from a website and stored in a user’s web browser while a user is browsing a website. When the user browses the same website in the future, the data stored in the cookie can be retrieved by the website to notify the website of the user’s previous activity.

Now how is this related to email marketing? This law basically states that every web visitor needs to be properly informed about how their information will be used and a consent needs to be given before any action can be performed. This applies to any web enabled device so don’t get any ideas of bypassing it through mobile! For specific instructions on how to deal with this, check out the ICO’s official cookie guide here. Back to how it effects email marketing, for our UK friends it means that they have to be very careful with the wording of the law.

Open tracking is something that most email marketers use. It’s usually a pixel that is dropped in an email in GIF form and it’s main purpose is to track email activity such as open and bounce rates. It is still up for debate if this is the same cookie as referenced in the law and the best practice would be to clearly state this in your privacy policy, specifically outlining how it works. For now, that is our recommendation and in the future we’ll keep you updated on how to proceed.

As stated in the opening paragraph, we were also going to point out yet another business article that stressed the importance of email marketing in today’s digital environment. In the short blurb, they go on to say the ROI (Return On Investment) with email marketing is incredible, with a specific number being given at $41 for every $1 spent. Now we’re not sure about their numbers but we can certainly attest to emailing being a high return activity. With a well crafted message and a strong emphasis on relationships, email can’t be beat, even with the social media craze in full swing! Each of these pieces are just means to an end…and that’s the conversion to a sale.

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