Sending a welcome email? Many great marketers fall down on their email marketing by not managing their recipient’s expectations correctly from the moment they hand over their details. So here's some pointers about how to open your arms... in the best possible way!

What’s changing?

From the 1st of March 2011, the Advertising Standards Authority (ASA) will be able to wield its powers over any online content ‘directly connected with the supply or transfer of goods or services.’ In other words... pretty much everything. Interestingly, the ASA judge all complaints on a case by case basis, there is no blanket rule. With March 2011 bringing the first of these cases, there will be no prior history for it to base its compliance issues on, so how will you know if your message falls within their acceptable messages?

The truth is that most of what is sent is already compliant; those online companies already adhering to the Committee of Advertising Practice’s (CAP) code, will have nothing to worry about. It will be interesting, however, to see how the first cases of 2011 will be dealt with. Apparently the main question that will decide if the piece of offending material will fall within the ASA’s remit will be whether or not it is trying to sell goods or services i.e. a clothing retailer, listing prices on the advert.   If the answer is yes, the offender is far more likely to be investigated.

An impossible task?

I feel very sorry for the people responsible for policing social media and social network sites (which will also fall into the regulations). I say this for a number of reasons, not least the ease at which a falsehood can be spread from peer to peer. The main problem that I foresee is the current method of reporting a violation. The user has to screen grab the offending material and forward it to the ASA but it would be far easier and cheaper to simply remove the content than suffer the consequences of a followed up complaint.

No need to panic

Don’t be scared, you are far more likely to have to listen to a quiet word in your ear first and it is only the persistent offenders that will have need to panic. Also, for those of you that are worried that you are not currently compliant, the ASA and CAP will be broadcasting details in January and February next year.

As always, I would recommend keeping your email marketing messages user specific, with content that they are interested in, from an email address that they recognise and don't forget your company registration details in the footer.

How can you use email to increase your brand presence on social networking sites?

If you already have your own social networking groups and are looking to promote them or want to spread your marketing messages across these sites, read on for some top tips. 

Produced by Marketing Week, Marketing Week Live is the UK's only event to reflect marketeers changing role. In the current climate, marketeers are likely to be involved in more elements of the marketing mix, work across various disciplines and work closely with previously separate departments.

This event is providing a single destination for market research, online marketing, data marketing and in-store marketing activity.

Marketing Week Live is bringing together four individual exhibitions, each with a specific conference, into one venue at one time, creating a true melting pot of ideas and inspiration for the most forward thinking marketers.

Artigiano, the UK's leading Italian fashion brand, was particularly interested in looking at increasing their open rates. Artigiano work closely with key fashion houses in Italy, to bring stylish, high quality clothes, perfectly designed and shaped for women in the UK.

Duncan Birch reviews the findings of an 'Email Tune-Up', carried out for this high profile brand. The intention; to look closely at aspects affecting Artigiano's open rates, giving recommendations for improvements.

Ben Bendall, Online Marketing Specialist, for Eclectic Bars, talks about how email is core to their online marketing strategy, how they ensure their emails get through to their readers - keep them interested and drive sales.

Looking at some of the finer details can make real improvements to the effectiveness of a message. This month we take a look at EXHAUSTO, and see how going that extra mile can provide you with more clientele.

Lead designer at Pure360, Ash Richards, gives EXHAUSTO a quarterly checkup.

Email Marketing Manual, in association with sponsors pure360.com and the fantastic team at graze.com is launching its first ever competition.

Graze support healthy eating with their incredible graze boxes via post so you can eat freshly prepared and personalised lunches without even leaving your desk.

How To Enter - This Competion is now CLOSED.

Entries will close at mid-day on June 29th, With the winner being announced in the July edition of the Email Marketing Manual Newsletter.

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Accountable marketing is essential in a slowing economy because advertisers require ROI for every pound spent.  So how does email marketing offer a solution to limited budgets and the need for accountability?

Marketing is changing. There used to be a perception that marketing was all about spending money. If the directors saw boxes of brochures, advertisements plastered over every printable surface and invitations to lots of boozy functions for them to entertain clients and prospects then they were happy. But that was yesterday. Today it is all about accountability, cost per lead, conversion rates and minimal outlay for maximum return.