I’m all for Integration, but…
Filed under: Email Marketing, Reputation Management on Tuesday, July 10th, 2007 by Serengeti Communications“THE DIRECT MARKETING ASSOCIATION ON Monday announced an agreement to merge its Email Marketing Council (EMC) into the Email Experience Council (EEC), and also said it will team with Return Path’s Sender Score unit to launch an Email Reputation Registry for its 3,600 member companies. ” (from MediaPost Publications- read the full article here)
Of course I’m all for Integration of online and offline communications, and companies working together to create standards for the industry, and even the need for better metrics to understand email user behavior and usage patterns. The above announcement that the DMA is merging it’s Email Marketing Council with Return Path’s Sender Score unit made me wonder what is going on and who is really to gain.
The DMA or email marketers?
Making a click/trip over to Return Path’s site, they announce that the DMA has acquired the Email Experience Council. In my mind and very recent experience, ‘merging’ and ‘acquiring’ - while technically the same thing - are vastly different. You merge with someone that you want to work with to make things better, you acquire something or someone when you want to dominate. Return Path states that the DMA acquired Return Path’s Sender Score unit. hmmm….
I don’t really see any huge conflicts of interest, or anything other than the DMA wanting to set more standards in the email marketing field. I’ve been doing email marketing for many many years myself, and am glad that some organizations are coming together (merged, bought, whatever…) to work through some pretty standard issues, metrics, compliance, best practices.
In reading the article further:
“Return Path, meanwhile, will help DMA members gain access to third-party data about their email programs through the new Email Reputation Registry, which is scheduled to launch as a pilot program this summer before expanding to the entire DMA in the fall.
In addition to email authentication–and access to monitoring data, reports, and alerts for IP addresses and domains–the registry will provide DMA members with access to other key email marketing metrics, including compliance with CAN-SPAM’S 10-day unsubscribe processing requirement and end-user spam complaints. It will also include a resource center with free white papers on implementing email authentication protocols, as well as other best practices.”
The problem - or maybe just a caution flag - is — what is this Email Reputation Registry that will be created? Is this another hoop that email marketers will have to jump through to get emails delivered? I’m happy that it seems that it will be going after spammers and violators of the CAN-SPAM act, but what else will be a trigger to them?
I’m also a little concerned that my client data will be used to help competitors get data that I protect ferociously.
I’m eager to join this Email Experience Council to make sure that - as an email marketer - my client information and data is used correctly.
I’m with you Jeff that this could be a costly hoop. I guess the idea is to set standards and prevent spam, but my spam filter does a pretty good job without any reputation registry.
Now organizations are going to have to monitor the registry to prevent one vocal critic who can’t find the unsubscribe link from ruining delivery rates.
Also to be on the registry may require certain pieces of content be placed in your emails. This could be best practice or it could be a pain.
This seems like a good way for the DMA to cash in on this “new fangled email thing” and one more hurdle for organizations have to jump over to connect with their supporters.
↓ Quote | Posted July 10, 2007, 2:00 pmJeff,
Hello there! I’m from Return Path and need to correct a few things in your post. First, the DMA is not acquiring or merging with any part of Return Path. The DMA acquired the Email Experience Council, a trade association that has established itself as a leader in the email space. Return Path is a member (alongside many other companies) of the EEC. The DMA will be merging the EEC into its existing email council, which Return Path also takes part in.
Separately the DMA is launching a Reputation Registry which will be powered by Return Path’s Sender Score technology. The Registry will be completely free for DMA members. It will allow members to quickly and easily determine if there email is properly authenticated according to existing ISP protocols (including SPF, SenderID, DomainKeys and DomainKeys Identified Mail). DMA members are already required to have all their email authenticated but this requirement has not been strictly enforced because of difficulties determining compliance. The Registry will more easily allow the DMA to monitor this requirement. The goal of both the DMA and Return Path is to help marketers meet the standards that will be their email delivered.
Sorry for such a long-winded comment. I realize the simultaneous release of two different initiatives makes this somewhat confusing. If you have additional questions or would like to speak about this more, please feel free to call or email me.
Thanks,
Tami
Tami Monahan Forman
↓ Quote | Posted July 11, 2007, 3:01 pmDirector of Customer Marketing
Return Path, Inc.
web: http://www.returnpath.net
voice: 646-367-3905
email: tami.forman @ returnpath.net
hi Tami
Thanks for the respsonse and the clarification. Like I said, I’m all for Integration - and anything that will help my clients see greater success with their campaigns and other email initiatives. I think a lot of people had an eyebrow raise at the wording of the statement.
I’m very supportive of the work of the Email Experience Council - and I am becoming a participant - so my kudos to the work and team of the Council. I think it’s the Sender Score technology that has many people worried - and we must make sure as emarketers that compliance isn’t a hindrance to message or goal.
Thanks for responding and I look forward to future dialogs with you and Return Path.
thanks
↓ Quote | Posted July 11, 2007, 3:11 pmjeff
Jeff,
Thanks for the reply! What is the nature of your concern with regard to the Registry? The intention is to make life *easier* for marketers, not harder, so I’d love to know why you fear the opposite might be true.
Thanks,
↓ Quote | Posted July 12, 2007, 9:45 amTami