DMA’s Email Experience Council absorbs Email Measurement Accuracy Coalition

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San Diego—The Email Experience Council (eec), the Direct Marketing Association's e-mail marketing arm, announced Tuesday that it is “taking over guardianship” of the Email Measurement Accuracy Coalition, an independent group formed last April that has been working on establishing e-mail marketing measurement standards.

The eec also announced it has formed a research partnership with JupiterResearch that will provide Jupiter reports to eec members at a 25% discount. The announcements were made during the eec’s inaugural Email Evolution Conference in San Diego.

Separately, the eec announced the launch of the Digital Lifestyle Roundtable, which it said will help members better integrate e-mail marketing with mobile, blogs, social networks, RSS and digital publishing platforms. The group’s first initiative will be a survey of marketers to determine how they use or plan to use digital channels to interact with customers. Charter members of the roundtable include representatives from eROI, ExactTarget, OgilvyOne Worldwide and Return Path.

—Carol Krol

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