DMA EMC gets new name, new focus

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The Direct Marketing Association renamed the Council for Responsible E-Mail the E-Mail Marketing Council. The DMA's renamed council aims to aid marketers with a lineup of research, white papers, best-practices guides and events dedicated to tackling emerging issues.

"The new name reflects DMA's recognition that the e-mail channel has matured and become an integral and integrated part of the marketing mix," said Michael Della Penna, chair of the EMC and chief marketing officer of Epsilon. "The conversations have consequently advanced from 'How do I build responsible e-mail that is CAN-SPAM compliant?' to 'How do I build great e-mail marketing that will continue to drive a 50-times return?'"

The expanded charter will broaden its outlook globally as the European market grows and the importance of relevance and native-language execution is more critical than ever.

It will also explore e-mail optimization techniques into segmentation and creative rendering by e-mail client, explore e-mail's role in multichannel marketing and measure the effect of e-mail on brand and purchasing across multiple channels.

Events include a webinar on April 12 called "Legislative Update for E-Mail Marketers." The "Authentication and Online Trust Summit 2007" is in Boston on April 18-19.

"[The] DMA was the first organization to make authentication a guideline and condition of membership," Mr. Della Penna said.

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