EEC to lead EMAC

The Email Experience Council, the Direct Marketing Association’s e-mail marketing arm, is taking over guardianship of the Email Measurement Accuracy Coalition, which was formed in April 2007 to establish e-mail marketing measurement standards.  

The EMAC was formed in April 2007 and is overseen by David Daniels, VP and research director at JupiterResearch and EMAC executive director. The EMAC’s deliverability metrics definitions will be published in the coming weeks. The announcement came during the EEC’S inaugural Email Evolution Conference, which is being held in San Diego this week.

“The primary mission of EMAC was to put out a definition of deliverability,” Daniels said. “But there is still a lot of work that lies ahead in terms of metrics and the EEC is the best organization with many members to continue this dialog.”

Under the EEC name, EMAC’s issues will continue to be carried. The group is now working in tandem with the EEC’s Research and Intelligence Roundtable to begin standardizing the definitions of click-through and click-to-open rates, as well as other industry metrics.

Along with the new partnership, the two organizations are organizing a new roundtable called the Digital Lifestyle Roundtable, which will focus on breaking down channel-specific silos for digital channels such as e-mail, to facilitate collaboration in message design that supports a consumer’s digital lifestyle.

Return Path, OgilvyOne Worldwide, JupiterResearch, eROI, ExactTarget, and David Chappell & Associates will be participating in the Digital Lifestyle Roundtable.

“The goal of the EEC is to bridge relationships within the industry, so it makes sense for the EEC to be the place to continue the dialog,” said Jeanniey Mullen, founder of the EEC.

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