What catalogers need to know about consumer privacy regulations.

By Reported Donna Loyle

2. Be transparent. Consumers are most frustrated with marketers who hide behind false identities and don’t allow easy opt-out or unsubscribe procedures, says Hackett.

3. Secure your e-mail database from hackers. Invest in the necessary firewalls so criminals don’t gain access. Guard your e-mail addresses as tightly as you do postal addresses. Remember, you are the repository for your customers’ PII.