Just Hit Delete

Just Hit Delete

Drastic change in business email habits are not predicted - or at this time necessary as a result of the new Spam law passed in Parliament in March.

Out of the Governments control, is the ability to prevent the thousands of Spam emails which flood in from international sources every day.

The new legislation will however highlight the growing challenge businesses face of keeping in contact with their clients and prospects - without imposing on or crossing those jelly-like boundaries of privacy.

Service businesses in particular struggle when attempting to broaden their client base, through fear of annoying the very target they are trying to impress.

While controlling unsolicited email is primarily a marketing issue, the new Spam legislation could be seen as another example of our increasingly PC Nation. Can't we just hit delete?

Effective spam legislation is well overdue. After all - who cares about Viagra and $20 Rolex watches? But has this legislation been borne from the problem of virus ridden computers - or our personal problem with time: not enough hours in the day to process these friendly emails from suppliers and hopeful new businesses.

It feels easier to control the New Zealand businesses sending the emails - than to go on a Microsoft Outlook course to try and control International Spam yourself.

The *NZ Marketing magazine quoted AC Nielson recently: “Direct Mail is still the preferred method for almost one million Kiwis to hear about sales promotions and invitations to special events”. Does this conclude that we actually enjoy the communication from our local suppliers?

As Government policy becomes more hard-lined, the volume of New Zealand spam we receive will continue to decline - or even disappear. Unfortunately however, International spam will continue to flood through our fancy Virus Protection packages like never before.

An unconsidered side effect of broad-brushed spam legislation is that smaller businesses struggle to make contact with those they truly want to help. Not to mention the companies who would normally benefit from learning about their services.

As for the Rolex’s and Viagra? For now we’ll just have to hit delete.

*NZ Marketing Magazine issue February 2007

ENDS

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