A Merger of Minds
E-mail marketing took a step toward greater unification in July through the merger of the Direct Marketing Association’s Email Marketing Council and the newer Email Experience Council.
The move highlights the growing influence of the Email Experience Council, whose name the newly merged entity will take. Formed only a year ago by Jeanniey Mullen, the top e-mail marketing executive at OgilvyOne Worldwide, the EEC has gained stature among industry leaders and other initiatives.
“The DMA has struggled for years with its Email Council, so taking a little momentum from the EEC and applying it under the guides of DMA should be a nice contribution to the space,” says David Baker, vice president of e-mail solutions at Avenue A/Razorfish.
The more established Email Marketing Council has developed best practices guidelines for the industry. “We have on-the-ground lobbying here and more logistical support for events,” says DMA spokesperson Stephanie Hendricks. “For the EEC to grow, they really need the capabilities the DMA is bringing to the group.”
Mullen and Michael Della Penna, formerly chairman of the DMA’s Email Marketing Council, will jointly head the new 400-member organization.