Establishing e-trust.(e-mail marketing)(Brief Article)

If marketers don't police themselves, legislators and consumers will do it for them.

It's important to recognize that e-mail marketing is still very much in its infancy. In this early stage, publishing professionals have a unique opportunity to build e-mail database models correctly from the start, gain consumer trust and prevent regulatory action. This is especially important because new media creates new human behavior in terms of marketing, response and action. And because this media is extremely direct and personal, the way we use customer information gained via e-