DM institute launches ‘first’ e-mail qualification

The Institute of Direct Marketing (IDM) is introducing what it claims is the world’s first accredited professional qualification in e-mail marketing.

The diploma – IDM/Responsys Certificate in E-mail Marketing – is being launched in partnership with e-mail service provider Responsys and will be available exclusively through the company.

The proliferation of e-mail marketing, estimated to be worth about £1bn in the UK, is growing and the course has been set up in response to an increased demand and a knowledge gap in the industry. The IDM and Responsys admit there is a need to ensure best practice in the industry, which is often associated with spam and junk mail.

Responsys vice-president and general manager John Nugent says a lack of qualified staff has led to many online marketing departments being unable to fully exploit the revenue, retention and data value of e-mail campaigns. He believes that marketers need to learn a disciplined approach to e-mail if it is to be fully integrated into marcomms strategy.

He says: “The industry has been crying out for an e-mail marketing qualification. E-mail is a huge part of online marketing, but many companies struggle to find qualified staff.”

IDM deputy managing director Neil Morris adds: “E-mail marketing is a honed skill and there is a distinct need for more structured training for marketers.”

The six-month course includes classroom tuition, assignments, practical training and an exam by the IDM Board of Examiners. The course runs from January to September each year and is aimed at all levels.

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