From time to time we encounter a situation where we make a recommendation to a client. A short time later the client responds by saying that "legal" told them they don't need to do what we recommended or that it's OK to continue doing what they're doing.
What kind of recommendations get this response? Most recently, a recommendation to include an opt-out in an e-mail was denied because the message is technically transactional. And a recommendation to monitor the response address for a mailing was denied because "legal" says it isn't required. In one egregious case, a recommendation not to mail a list due to poor hygiene was met with insistence that they were legally allowed to do so.
This attitude is usually the result of one of two things: either a failure to consider there are multiple constituencies that should be taken into account when determining what e-mail marketing to send, or an attempt to hide behind the legal department when wanting to do something that isn't going to be popular with recipients.
See the full story at: http://www.clickz.com/3633401
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