DMA and Email Experience Council Join Forces

  |  July 9, 2007   |  Comments

The DMA's EMail Marketing Council will fold into the EEC's operation.

The Direct Marketing Association hasn't always been considered a beacon of best e-mail practices by everyone, but the influential organization is working to change that. Its decision to join forces with the Email Experience Council, expected to be announced today, is one indication.

According to DMA COO Ramesh Lakshmi-Ratan, the DMA will assume legal ownership of the EEC, a global professional organization focused on developing e-mail and digital marketing best practices. The plan is for the DMA's current marketing related e-mail group, the EMail Marketing Council, formerly the Council for Responsible Email, to be folded into the EEC's operation, and take on the EEC name. Current members of the DMA's Email Marketing Council include Goodmail Systems, Wachovia, Enterprise Rent-A-Car, eBay, and EmailLabs.

Until recently, the DMA has set its e-mail sights mainly on advocacy in the hope of steering government regulation. "We have a good heritage from the perspective of government affairs," said Lakshmi-Ratan. "What the EEC really brings to the table is a fresh new set of things." These include e-mail marketing best practices and research, the tactical and consumer-aimed arenas in which the DMA has just begun to work.

"Our Email Marketing Council had just started working on those areas," added Lakshmi-Ratan. The EEC integration "accelerates the value proposition."

The EEC, formed about a year and a half ago, conducts initiatives to develop best practices and guidelines for e-mail list growth, deliverability and rendering, enhancing user experiences, and other issues. Current members of the organization include, Cisco, Forbes, ReturnPath, and Unilever.

Under the new structure, EEC founder Jeanniey Mullen will be made an executive co-chair of the new DMA division. Mullen is also executive director, senior partner, worldwide e-mail marketing at OgilvyOne Worldwide, and a ClickZ columnist.

Michael Della Penna, who has served as chair of the Email Marketing Council, will act as executive co-chair of the combined operation, and will continue heading the regulatory and public affairs side of the DMA's e-mail efforts. Della Penna is also Epsilon's CMO. His DMA colleague, EMC vice chair Stephanie Miller, also VP strategic services for Return Path, will remain at the new EEC in the same role.

"She will help us along with the whole integration," said Lakshmi-Ratan.

EEC staff will move to the DMA's New York offices, according to Lakshmi-Ratan, who said the new ownership will provide the EEC with additional administrative support. "We want to make sure that we keep the EEC on track and people continue to do what they're doing," he said.

In addition to its EEC announcement, the DMA plans to unveil an ''Email Reputation Evaluation Platform," developed in conjunction with e-mail research and technology firm Return Path, for use by DMA members. Return Path is a member of both the DMA and the EEC.

The DMA also plans to publish an anthology of its e-mail best practices documents sometime in the future, though no publication date is set.

Lakshmi-Ratan acknowledged the expansion of direct marketing into several new platforms and non-traditional advertiser verticals has led the organization to rethink its role. Though he wouldn't say whether the DMA plans additional acquisitions, he did state, "We are faced with opportunities for growth as well as challenges....In that kind of world, we'll grow."

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!


Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.




Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.


    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...