IAB Provides Marketers and Publishers with Best Practices to Drive Revenue Through Email

Ad Operations OnlineIAB Releases “Email Monetization Strategies

NEW YORK – Email has revolutionized interpersonal communication in both business and private settings and marketers increasingly seek effective means for using email to build deeper relationships with their customers. To provide a comprehensive resource for publishers and marketers, the Interactive Advertising Bureau (IAB) announced the release of “Email Monetization Strategies,” the next step in the IAB’s ongoing efforts to establish a solid foundation of guidance and tools for the email marketplace. It provides publishers, agencies and marketers with recommendations and best practices for the successful execution of email marketing campaigns. The announcement was made at the MIN Desktop Summit: How to Monetize Your Online Content & Audience Now.

Email Monetization Strategies” provides practical advice and the latest thinking across a broad spectrum of tactics that impact the success of email campaigns for marketers and publishers including:

The use of email newsletters to reach valuable audiences
Stand-alone email advertising to drive sales and site registration
Revenue opportunities and pricing models for email newsletters and stand-alone email advertising
Descriptions of emerging trends such as video in email campaigns

“The email channel offers a unique opportunity to reach consumers with relevant, differentiated and personalized content and messaging,” said Sherrill Mane, SVP, Industry Services, IAB. “‘Email Monetization Strategies provides an in-depth assessment and guide to maximizing the success of email marketing.”

“Email is one of the most effective direct and brand marketing mediums,” said Sean O’Neal, Chief Revenue Officer, Datran Media, and co-chair of the IAB’s Email Committee. “These best practices provide the latest information and strategies to marketers and publishers so that they can maximize their email communications with their customers.”

“Email Monetization Strategies” is part of the IAB’s efforts to build a solid foundation of guidance for the email marketplace. To view the document, please go to: http://www.iab.net/email_monetization.

To view all the email related guidance and tools from the IAB, please go to: http://www.iab.net/email_lead.

About the IAB Email Committee:

The Email Committee’s mission is to support and expand the use of email marketing by agencies and marketers. The committee works to address all email monetization related issues and recommends solutions, standards and educational tools as needed. The committee delivers these objectives through industry research, case studies and stakeholder education. A full list of Committee member companies can be found at: http://www.iab.net/email_committee.

About the IAB:

The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.