Sam wants to get more sponsorship money for the Club so it can improve and upgrade its facilities. Sam is aware that when members join the Club, or pay their annual subscription fee, they provide the Club with information, including their names, email addresses and postal addresses. Sam's idea is to entice sponsors by promising that in return for sponsorship fees the Club will directly market products and services to the Club's members and provide them with information about its members - who could be potential consumers. Sam tests her idea by approaching a local restaurant owner. 

Sam suggests that in return for sponsorship money the Club would promote the restaurant by using direct mail (traditional post) and direct email marketing. The restaurant owner is enthusiastic but asks: "aren't there some privacy issues with your plan?" 

 

Explain what issues may arise with Sam's plan in relation to direct marketing by post and email? • What measures could be taken to address these issues?