Direct Marketing Guidelines

The Interactive Direct Marketing Association (IDMA), a nonprofit organisation fuelling and advancing the very best practice in data driven marketing in Ireland, has developed a white paper to guide companies and individuals around the do’s and don’ts when using data for direct marketing or say donor acquisition purposes.

The white paper will be launched at an event in Dublin on 17 November, which will examine every step of the journey to achieving that most valuable asset, from lead generation and building lists to maintenance and compliance. Data expert Brendan Sheridan of Experian will outline that journey to help you achieve excellence in marketing campaign management. 

In addition Hugh Jones and Lorcan Lynch will launch the white paper, Direct Marketing Guidelines, which takes the key elements of the 2011 Electronic Communications Regulation, as well as recent case studies and directives from the Office of the DP Commissioner to provide a comprehensive steer on the appropriate use of personal data for marketing activities – both postal and electronic.

Among the topics this half morning session will cover are:

  • Opting in, opting out and the criteria for Consent
  • Lead Generation and Data lists
  • Specified Purpose and Single Use of acquired data lists
  • Vendor Management and Third-party Contracts
  • The Mail Preference Service (MPS) and data quality
  • Data retention and the 12-month expiry of Consent.

There is a small charge of €15 for IDMA members, it is €50 for non-members. Places are limited so please book yours here: or alternatively, visit for more information.