DMA Delays Email Guidelines… Again

from the this-is-going-to-take-a-while dept

Last month we pointed out that the Direct Marketing Association had butchered a “best practices” document to redefine spam. The original document claimed that spam was any unsolicited bulk commercial email, and the DMA changed that definition so that only “fraudulent” emails were considered spam. It appears that the backlash about this change is creating some havoc within the organization. That particular best practices document was delayed, then delayed again, and now it has been delayed yet again, with no particular time frame for an actual release. From this article, it sound like even members of the DMA are getting sick of its backwards position on spamming. So far, all they’ve done is made sure that every “spam summit” gets bogged down over how to define spam, as opposed to how to stop spam. When will they realize that actually stopping spam will mean that legitimate email marketers, who provide real opt-in offerings might get more business?

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