The Association for Interactive Marketing is releasing its best practices for e-mail append on Tuesday at the net.marketing conference in New York. A copy of the latest version of the document, which DIRECT Newsline obtained, deals with marketer/customer relationships, opt in and wording of requests.
What had started out as guidelines that AIM members would be required to follow has been downgraded to best practice recommendations.
“We weren’t ready to issue guidelines at such an early stage,” said Ben Isaacson, executive director of AIM, which is an independent subsidiary of the Direct Marketing Association. “Even in the six months the CRE (AIM’s Council for Responsible E-mail) has been working on the document, e-mail append has just begun developing.”
The definition of e-mail append, according to the document: “is the process of adding an individual
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