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DMA acquires Email Experience Council, unveils new e-mail marketing initiatives

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New York—The Direct Marketing Association Monday announced three initiatives to strengthen its offerings for members involved in e-mail marketing.

The DMA said it has acquired the Email Experience Council (EEC), an organization that strives to bring thought leadership and problem-solving capabilities to the e-mail marketing community. The DMA is merging its Email Marketing Council (formerly the Council for Responsible Email) and EEC. Financial terms of the deal were not disclosed.

The combined council, which will operate under the Email Experience Council name, includes more than 400 participants, including marketers and vendors.

The DMA also announced an agreement with Return Path to launch an E-mail Reputation Registry this summer to help e-mail marketers better navigate the complexities of authentication.

Also, the DMA’s Research and Market Intelligence team said it will publish an anthology of white papers on expert-level practices and how to implement them, and will focus its next Creative Series report on e-mail.

—Carol Krol

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