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United Kingdom

It has been a great couple of months for the UK DMA Email Marketing Council (EMC).  First and most excitingly, we are finalising the details around a partnership with the Email Experience Council.  This partnership will see both organisations share content, working together on events and generally cooperating on items of mutual interest.

We are also wrapping up the spring conference season here in London.  One of the big conferences for the EMC was Inbox/Outbox where we launched a white paper on deliverability.  The white paper explains the historical context around deliverability, provides a methodology for determining which deliverability problems to address first, and it gives practical advice for improving deliverability.

For us at the EMC however, the biggest conference was held on June 14th, which is another day of patriotic commemoration in the US (a theme is developing here).  Our very own Email Marketing Conference was kicked off with a keynote by Jeanniey.  Due to London’s notorious traffic the morning was a little more chaotic than we would have liked and I am sure Jeanniey would have preferred to avoid sprinting the last 100 yards to the hotel but she recovered well and delivered a great presentation.  The theme of the event was around Email Best Practice and we also used this opportunity to launch our revised best practice document.

Skip Fidura, UK DMA
July 4, 2007



The View from "The Chair"

The UK Direct Marketing Association held its Email Marketing Conference in June in London, with over 60 delegates attending to hear from leading industry experts. The event focused upon bringing to life the new Best Practice Guidelines that have recently been launched. The day started with key note speaker Jeanniey Mullen of OgilvyOne and the Email Experience Council showing that email is no longer a ‘one-off’, but now a multi-channel connector and the backbone of the digital dialogue. It is empowering individuals and developing deeper consumer engagement.

Rupert Harrison of News International then gave an overview of the Best Practice Guidelines (reply to this email if you would like to request a copy of this doc), The key issues for marketers online, Fedelma Good of Barclays Group highlighted, are about transparency and trust when individuals part with their information, as asking for too much can put them off. This was reinforced by Zina Manda of Mardev who reminded marketers to act local and acquire data fairly and legally. Skip Fidura of OgilvyOne, showed that deliverability is an issue for all of us. The case study, presented by Chris Combemale of Email Vision, focused on Sony’s use of email marketing.

The two breakout sessions in the afternoon looked at the differences between B2B and B2C and a creative master class. Oli Christie of Inbox Digital, showed that using email allows marketers to think creatively, to challenge, to be brave, to stand out and reap the rewards. The two final speakers of the day were Steve Kemish of Adestra and Ted Wham of Epsilon Interactive. Feedback from the day was extremely positive with delegates finding it informative and useful.


Conference Highlights 

• Email 2.0 - The Future of Email. Email is evolving. You've heard of Web 2.0? Well, in her presentation, Jeanniey Mullen from OgilvyOne Worldwide introduced Email 2.0. Email is no longer a 'one off' - rather, it is a dialogue generator - it is the backbone of all e-communications. Jeanniey's prediction for the future? Click here to find out.
• Deliverability and Spam. Rupert Harrison stressed that the education of recipients is necessary, now more than ever. Skip Fidura, Vice Chair of the DMA Email Marketing Council and Email Partner, OgilvyOne Worldwide stated; ''The term 'Spammers' lumps too many people in one basket''. He then explained that spamming falls into 3 types. Want to know what they are? read the full version of this article.
• Campaign Creation, Testing and Analysis is critical. To find out more about why, and learn insider information from this conference.'' Read the rest of this article.


DMA Email Marketing Council Best Practice Guidelines

We need to set the standards in the world of email marketing. Not only will the Best Practice Guidelines keep the lawyers at bay, but it will help you achieve your ROI targets and maintain and improve your brand image. Relevant, targeted email marketing really does work…let’s keep it that way. Read more.