AIM Council Releases E-mail Guidelines

New York–The Association for Interactive Media’s Council for Responsible E-mail released its “Guidelines for the Practice of E-mail Merge/Purge.” AIM says the guidelines should provide e-mail marketers with greater mailing efficiency and list owners with safeguards to protect the integrity of their lists. Among the suggestions: requiring merge/purge providers to have adequate security technology and procedures to protect all data from unauthorized access or use, and requiring all parties to sign an agreement recognizing the proper ownership of data prior to its transfer.

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