At Zinio, a digital publishing retailer, we send a lot of e-mail to our customers. And having personally founded the Email Experience Council, I love that we rely so much on e-mail. But I have to say, being on the front lines of e-mail marketing definitely has created a new appreciation for the industry best practices that so many of us thought leaders and strategists spew at conferences and events.
Email Experience Council
New York, NY, January 18, 2008 — The Email Experience Council (eec), the Direct Marketing Association’s (DMA) email marketing arm, today announced the five finalists for its Email Performance Award, which recognizes an organization that has created an email marketing campaign that demonstrates the full power of the channel. The new eec award is being sponsored by Merkle, one of the nation’s largest and fastest growing providers of data-driven marketing solutions.
November 19, 2008 — The Email Experience Council (eec), the email marketing arm of the Direct Marketing Association (DMA), today announced the release of its third annual “Retail Email Subscription Benchmark Study.” The new study examined the opt-in practices of 120 of the top online retailers tracked via the Retail Email Blog and found that there is a clear trend toward richer subscription processes. “This 39-page study dissects the subscription process and examines its various elements, giving email marketers an in-depth look at all of the issues to consider,” said Jeanniey Mullen, eec founder and chief marketing officer of Zinio and VIVMag. “Its findings should be extremely valuable to retailers, service companies, and other B-to-C companies who are looking for new ideas and benchmarks against which to measure their own opt-in practices.”
The Direct Marketing Association's Email Experience Council recently released an e-mail guide to the upcoming, all-important holiday season. The EEC tracked more than 3,300 e-mails from more than 100 major online retailers during last years' fourth quarter, and released daily reports on strategies, tactics and trends via its Retail Email Blog.
New York, NY, August 13, 2008 — The Email Experience Council, the email marketing arm of the Direct Marketing Association, today announced the official launch of the eec Speakers Bureau. Composed of experienced eec members, the speakers have committed to making themselves available to speak at events that currently have little or no programming about email marketing.
Twenty-three percent of retailers send e-mails that are completely unintelligible when images are blocked. And of the 77 percent that sent intelligible e-mails, there were significant variations in clarity based on their use of HTML text and alt tags.
While a recent study by the Direct Marketing Association’s Email Experience Council found online retailers do a great job of honoring unsubscribe requests quickly, it also found they could improve their opt-out processes, such as by providing subscribers with alternatives to opting out or at least lowering the barriers to doing so.
The No. 1 question any e-mail marketing professional is asked is, "What is the industry benchmark for XXX?" Meaning: How do the results of my program compare to those of my competitor?" The second most common question is, "What are the best practices for XXX?" This ranges from design to segmentation or even sending trends. A few years ago, best practices in the e-mail marketing industry were pretty common -- and effective. With today's fast-changing digital landscape, the majority of broad and general best practices in e-mail no longer exist.
Seventy-two percent of major online retailers send out welcome e-mails, up from 66 percent last year.