E-mailer Alterian joins Email Sender and Provider Coalition

E-mail marketing firm Alterian joined the best practices organization the Email Sender and Provider Coalition.

This comes weeks after Alterian's marketing platform was selected by the Direct Marketing Association to run its e-mail marketing campaigns.

"The ESPC's best practices are consistent with Alterian's principles, and we are proud to be a member," said David Eldridge, CEO of Alterian, Chicago. "Effective e-mail is a critical component of integrated marketing campaigns, so it's important to us to help drive the advancement and ethical use of e-mail. Ultimately, this will help preserve and expand e-mail's function as a powerful marketing tool."

The ESPC is a cooperative group of industry leaders working to address the continued proliferation of spam and concerns around e-mail deliverability. Other firms in the coalition include Constant Contact, Datran Media and Experian's CheetahMail.

"We are a prestigious group of nearly 100 members," said James Campbell, assistant director of the ESPC. "Each member must pledge to uphold best practices, engage in the use of appropriate technologies and show a clear dedication to appropriate e-mail marketing. Alterian met those prerequisites, and we're excited about having them join the coalition."