Email Experience Council Launches Digital Lifestyle Roundtable

Group to Focus on Interaction of Email, RSS, Social Networks

and Other Digital Lifestyle Communications

New York, NY, February 12, 2008 — The Email Experience Council (eec), the Direct Marketing Association’s (DMA) email marketing arm, today announced the launch of a new and innovative roundtable called the Digital Lifestyle (DLS) Roundtable. The DLS Roundtable will focus on breaking down channel-specific silos for digital channels such as email, and enabling collaboration in message design that supports a consumer’s digital lifestyle.

Jeanniey Mullen, eec founder, will lead this initiative. “The DLS is the next step in our efforts to reinvent and demonstrate the impact of email,” Mullen commented. “It is a testament to the manner in which email has become ingrained into the consumer’s digital lifestyle. It’s the next stage of email marketing as it integrates with mobile, blogs, social networks, RSS, and digital publishing platforms. It increases the sense of community, connections, and convenience.”

Mullen made the announcement today during the eec’s inaugural Email Evolution Conference, which is being held at the Sheraton Hotel & Marina in San Diego this week.

Matt Blumberg, CEO of Return Path and DLS charter member, said, “As our first initiative, the DLS is conducting a major survey to determine how businesses are using, and plan to use, digital lifestyle channels to interact with customers.”

Other charter members include representatives from OgilvyOne worldwide, JupiterResearch, eROI, ExactTarget, and David Chappell & Associates, among others.

“Increasingly, the separation between marketing channels is breaking down,” said Ramesh Lakshmi-Ratan, Ph.D., DMA’s executive vice president and chief operating officer. “The most effective marketing campaigns make use of the unique strengths of many channels to achieve their goals. The creation of the DLS recognizes these multichannel marketing synergies.”

Those interested in becoming members of the Email Experience Council and the Digital Lifestyle Roundtable may contact Ali Swerdlow at ali@emailexperience.org.

About Email Evolution Conference

Hosted by the Email Experience Council and the Direct Marketing Association, the Email Evolution Conference is being held February 12-13 at the Sheraton Hotel & Marina in San Diego. For conference details, visit www.emailevolution.org.

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About the Email Experience Council (eec)

The Email Experience Council (eec) (www.emailexperience.org), the Direct Marketing Association’s (DMA) vertical working group that is focused on the email marketing industry, is a global professional organization striving to enhance the image of email marketing and communications, while celebrating and advocating its importance in business, and its ROI value. The eec is committed to regularly conducting a broad series of email initiatives for a variety of organizations that highlight the positive impact and importance of email as a marketing tool, communications vehicle, and branding device. Additionally, eec members are setting the standards for email through Marketing Roundtables. The eec members are representatives of other trade organizations, agencies, advertisers, technology partners, clients, and companies focused on the potential of email marketing via mobile and other digital devices.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents nearly 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.

In 2007, marketers — commercial and nonprofit — are forecast to spend $173.2 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures will generate approximately $2.025 trillion in incremental sales. In 2007, direct marketing will account for 10.2 percent of total US gross domestic product. Also, there are today 1.6 million direct marketing employees in the US alone. Their collective sales efforts directly support nearly 9.0 million other jobs. That accounts for 10.6 million US jobs.

The Power of Direct: Relevance. Responsibility. Results.

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