IAB to endorse DMA email best practice - Brand Republic News - Brand Republic

IAB to endorse DMA email best practice - Brand Republic News - Brand Republic: "IAB to endorse DMA email best practice by Alex Donohue Brand Republic 14-Nov-07, 14:40 LONDON - The Internet Advertising Bureau is to endorse the Direct Marketing Association's revised best practice guidelines for email marketing, which aim to raise standards of online marketing across the industry. The move follows the DMA's overhaul of its best practice guidelines in June this year, which it said would provide the industry with the most comprehensive advice available on how to improve delivery and maximise return on investment for email marketing campaigns. The IAB has now endorsed the guidelines, which the DMA said marked an important step toward establishing 'a consistent approach to email marketing standards'. Among the issues covered by the DMA's updated guidelines include collecting and managing data, creating and sending effective campaigns, and practical advice on how to ensure emails from businesses target the right inboxes and are read by recipients. Rupert Harrison, chair of the DMA email marketing council, said: 'The DMA best practice guidelines provide a valuable and up-to-date industry benchmark, ensuring marketers can take advantage of this cost-effective, measurable medium to engage their customers and build their brands.' Dan Redfearn, membership manager at the IAB, sa"