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Small firms utilising email marketing must respect the privacy of the consumer, internet specialists have warned.

The Direct Marketing Association claim that while this type of marketing has 'enormous potential', prospective customers must be respected.

Robert Dirskovski, head of interactive media at the DMA, says: 'Leaflets through the door or unaddressed mail are different because they're not targeted.

'Don't forget that the principle of direct marketing is that you talk directly to somebody about whom you have some client information already: you know their purchasing habits. You have a profile of them in some way and you're seeking to develop a relationship.'

He adds: '[Email] needs to be managed in a responsible way that respects the rights of the consumer

'The Privacy and Electronic Communications Regulations enshrine the principle of 'opt-in' when it comes to email and SMS marketing â“ so you need to have prior consent before you are able to send an unsolicited marketing message.

'You may not, under the rules, send an email to somebody's work address about something they would only buy in their personal capacity.'

According to the Ofcom annual Communications Market Report 2007 consumers used the internet for an average of 36 minutes per day in 2006 - a 158 per cent rise since 2002.

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