An Email Marketing Survey conducted by Markedu in association with e-Goi and ACEPI, reveals that Portuguese marketers are trailing the rest of Europe when it comes to understanding the permission marketing legislation. More than 20% of Portuguese marketers are not confident that their email marketing activities are in compliance compared to 6,9% in the rest of the EU.

In the EU marketers are required to receive an active consent in order to send email or mobile marketing communication to consumers and business buyers. A recent survey conducted by Markedu indicates that one fifth Portuguese marketers not are in compliance with the current legislation. International permission email marketing expert and chairman of FEDMA’s Interactive Marketing Council, Michael Leander, says “I am surprised that the number is that high, but it is a common problem in many countries where marketers have become accustomed to collecting emails and using those randomly collected emails to communicate without consent. We know from experience that relevant government agencies need to liaise with industry bodies and associations related to direct marketing, electronic commerce, distance selling and telemarketing to spread the word about the legislation in place in Portugal in order to increase awareness of the topic “.

Michael Leander will be presenting his Email Marketing Masterclass in Lisbon on the 1^st of July this year. The Email Marketing Masterclass aims to teach Portuguese marketers how to effectively integrate email marketing as part of their marketing mix. The seminar will also present an update on the current legislation related to Portugal.

Portuguese marketers may be missing out on a great opportunity
The Email Marketing Survey Portugal also reveals that Portugal may be trailing the rest of Europe in terms of adoption of email marketing. Says Michael Leander: “many studies have revealed that email marketing is the single most productive marketing instrument. In fact US DMA numbers indicate an average Return on Marketing Investment (ROMI) of more than USD 40 for each one dollar spent. So it is surprising that this survey reveals that only 55% of the marketers in Portugal find email marketing very important or somewhat important compared to 88% in the rest of the EU.”

Need for education in the field of email marketing in Portugal
The Email Marketing Survey also reveals a need for marketers to acquire more information about how to effectively and responsibly utilize email marketing. In that respect Michael Leander says “frequency is really important for email marketers, but even more important to the consumers and business buyers whom subscribe to email communication. The survey reveals that more than 50% of email marketers in Portugal do not state the frequency in conjunction with their opt-in (subscription) form on their websites and elsewhere.

Markedu
e-Goi
ACEPI
Michael Leander

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