E-Mail Group Makes Official Launch

Share this article:
The Responsible Electronic Communication Alliance, a group of e-mail marketers and service bureaus formed to create industry standards for online marketing, became official last week as it announced its 15 charter members as well as its president and executive director.


Founding members of RECA, Washington, include 24/7 Media, @Once, Acxiom Corp., American List Counsel, Bigfoot Interactive, ClickAction, Digital Impact, DoubleClick, e-Dialog, EmailChannel, FloNetwork, Netcentives, Phase2Media, Responsys and yesmail.com.


The organization is headed by Richard Wolf, an Internet attorney who is RECA's president, and Peter Arnold, former director of an Internet coalition that lobbied against regulation, who is executive director.


On its new site, RECA said its goal is "to create and promote best practices for companies involved in online marketing." The group also stated that it would issue "detailed principles" based on the Fair Information Practices endorsed by the Federal Trade Commission in July.


RECA is one of three e-mail coalitions that seek to establish voluntary standards for e-mail marketing behavior. The oldest and still largest of the three is the Association of Interactive Media's Council for Responsible Email. Another coalition, called the Email Standards Working Group, also formed this summer. Some of the e-mail firms, such as yesmail and EmailChannel, are participating in more than one of these groups.


-- Jason Gonzalez
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.