eMarketer: E-Mail Marketing's Mayor, Mike

Good interview with NetCreations President Michael Mayor covering best practices, legislation, B2B marketing and his involvement with the IAB.

MM: There's a lot of theories on how to fight it. My frustration is that they are often borne out of self interest. All the technology players are saying that they have a solution, and so on and so on. We've clearly illustrated that we cannot regulate ourselves. That ship has sailed. We had an opportunity to do that — mind you, if everybody was double opt-in, this wouldn't be a problem. I think we have to look to other alternatives. I'm not a big fan of technology being the solution. After they invent it, three months later it's obsolete. I do think it's going to be a combination of federal regulation and education.

There are people out there who really don't understand how turning a blind eye to their reseller network can affect their brand and affect the spam problem.