8 May 2008
The Internet Advertising Bureau (IAB) has teamed up with the Direct Marketing Association (DAB) for the first time. They will work together to produce an email marketing resource aimed at encouraging best practice and improving efficiency.
The intention is that the electronic sector will learn from the recent advances in traditional direct mail methods, particularly in terms of making best use of data to improve efficiency and cut back on costs.
Tink Taylor, a member of both the DMA Email Marketing Council and the IAB E-Communications Council, said:
It's great to see these two professional bodies working together and collaborating over best practice with a commitment to raise standards. Far too often in the digital arena we have seen various bodies trying to take ownership of a particular space which has led to conflicting voices opinions and advice.
The news comes along side the IAB Email Marketing Council repositioning itself to become the E-Communications Council.
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