1. Ethics
  2. Opt-in
  3. Opt-out
  4. Use of electronic address
  5. File size
  6. Executable files (.exe)
  7. Relevance
  8. Frequency
  9. Relationship Policy

The Brazilian Direct Marketing Association (ABEMD) has prepared this list of “Good manners” as to contribute to elaborate actions of e-mail marketing. It is composed of a list of recommendations that leads to an ethic, relevant and responsible use of the e-mail as a marketing tool. These directions are based on respect for the addressee to whom these actions are addressed, and also concern with the adequate use of the internet which, certainly, will help the companies to reach their targeted results and build-up a solid and sound relationship of mutual respect with their clients and the prospect ones.


Act in compliance with the Ethics Code of Conduct of ABEMD, which states, in detail, the concepts of good practice in the Direct Marketing.



The first delivery is very important because it seals the beginning of the relationship. It shall have the permission to continue with the relationship, via the opt-in alternative of the receptor (addressee), not only when she/he requests for it but also when she/he was sought.
When the person is the one who looks for the company, the option field for receiving the message shall be visible and contain a clear description of the offered product or the service rendered.
When the company is the one that seeks the person and, in case of a first contact, the addressee shall be informed about how he was reached, fully and clearly describe the product or services rendered and also show the opt-in alternative in a most visible way. If the person does not answer the e-mail with this alternative checked off, it shall be understood that she/he does not wish to receive new messages.



Every message shall have an opt-out alternative. It is receptor's prerogative to decide the moment when she/he no longer wants to receive messages of a specific sender.


Use of electronic address

In case of a previous information form, it shall be clear that the electronic address may be used to send commercial messages, which means, in generating specific leads or, if it is the case, also be forwarded in order to send commercial messages. The receptor also has to participate her/his accordance with it.


File size

Try to limit the size of the e-mails sent, of the message body as well as of the attachments. Keep always in mind the public of a lower average technology capacity (software, hardware and connection alternatives). It is suggested to produce messages in .txt or .html formats, the latter within a maximum 12 KB size, and also that the objects (.gif) are not attached to the message but located in its specific service provider.


Executable files (.exe)

Self-running files shall not be sent. The .exe ones are files which e-mail managing programs are able to read and interpret, automatically starting some process that is not necessarily what the receptor wants to. This sort of file also let the system vulnerable to viruses' infection (voluntary or not).



The consumer does not bother with receiving a message of commercial type, since its content is relevant to her/him. Thus, be always concerned with the concept of relevance.



It shall, preferably, suggest to the client that she/he checks off the preferred receiving alternative related to the frequency of information or request that she/he chooses among different alternatives of periodicity that are offered to her/him. If the choosing alternative format is not possible to be offered, it shall be clearly stated which is the frequency for sending messages.



Relationship Policy

It is always convenient to be transparent in relation to the adopted relationship policy. This can be done by means of a contract or agreement formally granted by the consumer.