Who Do You Call

I just returned from the Direct Marketing Association conference in New Orleans. I've attended many of the past DMA conferences, and SubscriberMail Subscribermail is a DMA member. There was a buzz at the conference this year among emailers at the conference about where email fits into the DMA's strategy. It is becoming clear that for much of the email community, the DMA is not who you call to help address email marketing legislative issues, or to help build the industry.

The DMA should be the leading association addressing the needs of the email marketing community. Unfortunately, this is far from the reality. The lick-em and stick-em folks have had the control of the association for years, and this is where they focus their resources and energy. Now I don't think that all of the Associations attention should be diverted to email. However, I don't think it is too much to ask that the association recognize the email community actually exists. At this and previous conventions, email marketing is not even an exhibitor category but falls into a broad “internet” category.

Several email service providers told me that they do not plan on re-upping their membership in the association. They also are unlikely to exhibit at future shows. The reason for this is that the association is like the ostrich with its' head in the sand. By ignoring email, maybe it will go away. Wake up DMA, the world is changing fast. The cost and effort involved in sending a traditional direct response piece is increasing, and doesn't show signs of letting up soon.

This is a new medium with a new set of rules, and the DMA seem to understand…they don't get to set the rules, and the entire world does not see SPAM the way they do. Even the association's “Four Pillars of Responsible Email Marketing” leave out the one that is most important to consumer's - PERMISSION. The Association needs to recognize that this new medium needs attention and care (not a single email service provider CEO that I talked to was ever asked about the Associations position on CAN SPAM.

Hopefully with a new president things may change. They took the wrong position on telemarketing, and the industry has been crippled by the “Do Not Call” list. Hopefully they will learn from their past and listen to the consumer. They DMA may not like what they are hearing, but in the end, the consumer's vote the only one that really counts.

Comments

[Matt]

You should definitley send this in letter form to John Greco. He seems receptive and is still on his "listening tour."