21 Jul 2011
This white paper on Email Creative is one of a series of white papers published by the Legal, Data and Best Practice Hub of the DMA Email Marketing Council. They are designed to help make Best Practice more readily understandable, so that you can implement them within your organisation.
Whether you follow these guidelines or not, it is important that all the necessary legal requirements detailed in the Data Protection Act 1998, the Privacy and Electronic Communications (EC Directive) Regulations 2003 as amended by the Privacy and Electronic Communications (EC Directive) (Amendment ) Regulations 2011 and Companies Act 2006 are included in your campaigns. This includes such things as a working unsubscribe and company details. These should be included at the start of the planning and design phase so they become part of the overall design and not just an afterthought.