DMA Unveils New E-Marketing Guidelines

As a result of the newly issued guidelines, The DMA received praise from some industry groups for its departure from previous thinking.

"They [The DMA] have been looking at e-mail as a critical marketing tool and a way to preserve it," said Vincent J. Schiavone, president and CEO, ePrivacy group, a consulting, training and technology company. "The importance of e-mail as a commercial channel increased after September 11. And these guidelines are a move in the right direction to preserve it."