New anti-spam guidelines have been announced this month with the release of a new Australian eMarketing Code of Practice designed to slow the proliferation of unsolicited messaging and advertising.
The new code will sit alongside anti-spamming legislation, which came into effect in April 2004, and will impact individuals and organisations involved in all forms of electronic messaging, including email marketing, short message services (SMS), multi-media messaging services (MMS) and instant messaging (IM).
The solution is to implement a carefully managed double opt-in process, like that used by Beilby Rewards, where recipients are required to confirm that they wish to receive your information before you add them to your list.
A recent European study found that unsolicited email costs organisations around AUD$900 per worker each year in lost productivity. One way to reduce this leakage is to reduce the amount of time employees spend filtering, checking and answering emails.
Most organisations now have some sort of online presence and many circulate communication in the form of newsletters, bulletins or e-zines. It is clear that a concerted effort is needed from both sides to effectively eliminate the stranglehold that spam has on the Australian workplace.
Those distributing electronic material must follow the new guidelines and ensure they only send information to clients who have previously given consent. On the receiving end, make sure your organisation has adequate spam filters in place, to automatically screen for junk, and make certain you know what kind of information you are subscribing to before you sign up to a list.
The new eMarketing guidelines require most businesses and community groups to adhere to three key rules when broadcasting mass messages. These include:
Educational institutions, government departments, religious groups and not-for-profit organisations, have been given special dispensation and are still largely free to distribute unsolicited material in all forms to whoever they wish.