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News Release from: Direct Marketing Association
Edited by the Marketingservicestalk Editorial
Team on 16 November 2007
IAB adopts DMA email best practice
guidelines
The Internet Advertising Bureau is endorsing the Direct Marketing Association (DMA) Email Marketing Best Practice Guidelines, which aim to raise industry standards.
The DMA's Email Marketing Best Practice Guidelines aim to raise industry standards and stimulate the positive development of email as an effective and respected marketing channel The IAB's endorsement marks an important step towards establishing a consistent industry approach to email marketing standards
This article was originally published on Marketingservicestalk on 26 Jun 2007 at 8.00am (UK)
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DMA issues email best practice guidelines
Responding to the changing shape of the email marketing industry and to ward off potential legislation, the DMA Email Marketing Council has updated its best practice guidelines.
The Best Practice Guidelines, relaunched in June 2007, following a comprehensive update, provide the most up-to-date summary of regulation and legislation that applies to the email marketing industry, as well as comprehensive advice on how to improve deliverability and maximise the return on investment from email campaigns.
Tink Taylor from the DMA Email Marketing Council commented: "This is a landmark agreement for the industry, demonstrating a commitment to maintaining high standards through uniformity and consensus that will help to add credibility to this fast growing and highly effective marketing channel".
Rupert Harrison, chair of the DMA Email Marketing Council's Best Practice Hub, commented: "As email comes of age, it is vital that the industry adopts a self-regulatory approach to avoid the introduction of further legislation.
"The DMA Best Practice Guidelines provide a valuable and up-to-date industry benchmark, ensuring marketers can take advantage of this cost-effective, measurable medium to engage their customers and build their brands".
Dan Redfearn from the IAB said: "Best practice is more important than ever to safeguard such a successful medium; to be truly effective, we are keen that as many companies as possible are following the guidelines - setting a true standard for email marketing".
A broad range of issues are covered in the guidelines, from collecting and managing data to creating and sending an effective campaign with practical advice on how to ensure that an email campaign arrives in inboxes and is read.
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