EEC Launches YouTube Marketer Education Channel

Topics Range from Subject Line Basics to Creative Analysis

of Top Brand Campaigns

New York, NY, July 29, 2010 — The Direct Marketing Association’s (DMA) Email Experience Council (EEC) today announced the launch of a YouTube channel created to help marketers better understand and access the benefits of the email channel. Videos clips on the EEC channel feature insights from well-known email industry experts and allow visitors to review, link to, and syndicate relevant content. Initial episodes address subjects such as subject line best practices, email for branding purposes, and email marketing analytics.

Lana McGilvray, co-chair of the EEC’s speakers’ bureau and Vice President of Marketing for Datran Media said, “The goal of the EEC YouTube channel is to help marketers engage with educational content in a fun and creative way in support of the overarching mission of the EEC to evangelize the benefits of the channel. We are very excited about the launch of this educational channel and look forward to enhancing it over time based on viewer feedback and engagement.”

The EEC channel is produced by members of the organization’s speakers’ bureau committee, including executives from Datran Media; Eloqua; Lifesize Interactive; ReturnPath; Responsys; SilverPop; and StrongMail. Grady Smith, a professional video producer, and Luke Glasner, a long-time email industry veteran, also donated time to support the initiative.

Initial videos were donated in response to two open calls for submissions sent to the EEC’s 1,400 member base. Additional videos that meet the bureau’s educational requirements will be added on an ongoing bases.

Those interested in viewing the channel should visit: http://www.youtube.com/user/EmailExperience#g/c/DF94FCFBBD29AA61. Publishers and organizations interested in sharing the clips with their audiences and individuals interested in EEC membership and video submissions should contact aswerdlow@the-dma.org.

About the Email Experience Council (eec)

The Email Experience Council (eec) (www.emailexperience.org), the Direct Marketing Association’s 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 Member 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 companies from dozens of vertical industries in the US and 48 other nations, including nearly half of the Fortune 100 companies, as well as nonprofit organizations.

In 2009, marketers – commercial and nonprofit – spent $149.3 billion on direct marketing, which accounted for 54.3% of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures will generate approximately $1.783 trillion in incremental sales. In 2009, direct marketing accounted for 8.3% of total US gross domestic product. Also in 2009, there were 1.4 million direct marketing employees in the US. Their collective sales efforts directly support 8.4 million other jobs, accounting for a total of 9.9 million US jobs.

The Power of Direct: Relevance. Responsibility. Results.

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