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Small to medium-sized enterprises (SMEs) are being reminded of the hazards of implementing e-marketing solutions without professional guidance.

Robert Dirskovski, head of interactive media at the Direct Marketing Association, said that aside from running the risk of breaking the law firms needed to be aware that poorly targeted email marketing could alienate customers.

"If you're irritating your customer by sending them information that isn't relevant to their position, you're not going to get very far," he commented.

Even modestly-sized SMEs should be able to afford the costs associated with outsourcing e-marketing, Mr Dirskovski continued, and the service they provide will typically be far more capable of providing effective bespoke solutions.

Mr Dirskovski added that e-marketing can save SMEs a significant amount of money if properly implemented due to the lower distribution costs associated with email as compared to direct mail.

In December 2003 the Privacy and Electronic Communications Regulations came into force, banning firms from distributing unsolicited email or SMS marketing.