Live from Boston: E-mail Marketing Best Practices Study Underway
The Association for Interactive Media’s (AIM) Council for Responsible E-mail (CRE) is undergoing a series of case studies based on the six resolutions for responsible e-mail marketers it released earlier this year. The first version of the results of the studies, expected to help define best practices for e-mail marketing, will be announced Oct. 16.
The case studies were developed to produce a guideline to help marketers conduct successful e-mail campaign in the areas of acquisition, management of existing customers and generating list rental revenue. The companies, all CRE members, participating in the study include: Bigfoot Interactive, Fingerhut, MessageMedia, ActiveNames, Worldata/Webconnect, Millard Group, Quaero, ChooseYourMail.com and Responsys.
“These case studies will serve as guidelines that should significantly increase the success of e-mailers’ marketing campaigns because they have been compiled and authored by companies who have weathered and learned from their past challenges, “Jay Schwedelson, chairman of CRE and corporate vice president of Worldata/WebConnect said. “Direct e-mail marketers will now have a tangible resource that they can turn to for help in better focusing their e-mail strategies.”
In other news, AIM and the Addressable Media Coalition (AMC) have renewed efforts to establish a forum for the interactive television industry.
At a recent meeting in New York, leaders from the cable television, direct marketing, advertising, creative development and enhanced service platform industries discussed pressing issues facing the interactive television and addressable broadcast marketing industries, including customer privacy.
The AMC will provide industry leaders a forum to discuss ideas andemerging issues and to come to agreement on what is acceptable commercial delivery, target identification, ad insertion, monitoring and tracking.
Participating member companies include: Cablevision Systems Corp., Agency.com, Wink Communications, ACTV, Cox Communications, WorldGate Communications, NBC Interactive and Nielsen Media Research.
The group’s projects include: educating advertisers and marketers on new technologies and collaborating on guidelines to follow when creating campaigns, collecting data and creating privacy and personalization policies.
AMC also will publish position papers of interest and host events to showcase both case studies and new technologies for advertisers.
AIM was formed in 1999 and has more than 50 corporate members
