The final speaker was Mark Glasco (firstname.lastname@example.org) director of MatchLogic's Email marketing service.
started by noting he
came from a print media, direct marketing background and commented about MatchLogic
, recently purchased by Excite and now by @Home.
noted that the requirements for a responsible email marketing campaign include sending only to opt- in addresses, to fully disclose where the email is being sent from, the allow the user off the list at any time and to permit the user access to update the email/demographic information, all done with a concern about protecting the consumer's privacy.
mentioned several email advocacy groups: truste.org, w3.org, the-dma.org and iab.net.
On the email content Mark
recommended you have an accurate from address, never use a distribution list, use a "real" subject line and have some feedback method in the message content.
Comparing email marketing to traditional direct marketing Mark
noted the difficulty of determining if the consumer even got the mail, let alone opened it, read it and purchased a product.