IAB seeks e-mail marketing rules

The Internet Advertising Bureau (IAB) has made a significant step towards establishing consistent industry standards for e-mail marketing after backing guidance set out by the Direct Marketing Association (DMA).

The DMA E-mail Marketing Best Practice Guidelines, which aim to raise standards and stimulate the development of e-mail as an effective marketing channel, were re-launched in June. They also aim to provide the most up-to-date summary of regulation and legislation applying to the e-mail marketing industry.

Rupert Harrison, chairman of the DMA E-mail Marketing Council’s Best Practice Hub, says/ “As e-mail comes of age, it is vital that the industry adopts a self-regulatory approach to avoid the introduction of further legislation. The DMA Best Practice Guidelines provide a valuable and up-to-date industry benchmark, ensuring marketers can take advantage of this cost-effective, measurable medium to engage their customers and build their brands.”

An IAB spokesman says: “Best practice is more important than ever to safeguard such a successful medium. To be truly effective, we are keen that as many companies as possible follow the guidelines – setting a true standard for e-mail marketing.”

E-mail is a growing channel in the online mix and is estimated to be worth about £1bn in the UK. Last month The Institute of Direct Marketing (IDM) launched what it claims is the world’s first accredited professional qualification in e-mail marketing.

The IDM/Responsys Certificate in E-mail Marketing was launched in conjunction with e-mail service provider Responsys and is available through the company.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here