Alan Chapell

Alan Chapell
Can Consumers Be Persuaded to Trust E-mail?

By Alan Chapell As we all know, spam continues to be the scourge of the e-mail marketing business. It frustrates consumers because it clogs their inboxes with useless and fraudulent messages. And it creates a different headache for marketers. Spam harms consumer trust in e-mail as a medium, and that means fewer people are willing to provide their e-mail addresses to any organization—even those trying to market the right way. The direct marketing industry has provided consumers with many tools to help fight spam—filters, Sender ID, etc. But we haven't always done enough to help consumers determine which Web sites will use the

Congress Likely to Push for Data Governance

By Alan Chapell "Data, data, who's got the data," a for-mer boss used to say with regularity. There's no doubt that data is the lifeblood of the direct marketing industry. And with what seems like a never ending wave of data breaches and other assorted scandals, it may be time to reassess the way many of us are using data to run our businesses. There's a train a comin' my friends. And it's time to get on board as we move into a new era in direct marketing. There's a good deal of bile being directed at the large data aggregators by some of