Industry Leaders on I.D.E.A.
I.D.E.A. is already being expanded to include state and international legal compliance and other aspects of electronic communications, such as automatic registering in reputation services and new mediums, such as SMS. You simply cannot bring together this many industry leaders and have a static solution. We refer to it as the
big IDEA expressly because it represents the innovative thinking and guidance of the best minds in the business.
- Jane Kaiser, President, Eclipse DM
To obtain the same level of expertise represented in I.D.E.A., a client would typically have to engage two to five different vendors. I.D.E.A. codifies and brings directly to clients best practices based on the first-hand experience of more than two-dozen industry leaders across a wide-range of disciplines in the online communication space.
- David Baker, VP, Agency.com
There is a tremendous amount of misinformation in the market, the most onerous of which is the promise that by paying some 3rd party a fee you will be guaranteed inbox delivery at various ISPs. Even if the ISPs themselves place you on their internal white list they do not guarantee you inbox delivery. If, for example, your spam complaints go up, your data management is poor or you’re not RFC compliant, your mail will be blocked or redirected to the spam folder. If you do not address the fundamental problems and policies that resulted in your being blocked in the first place, that white listing won’t last no matter whom or how much you paid. Our goal with I.D.E.A. is not to perpetuate the false and opportunistic notion there is a quick fix, but to empower our clients with the knowledge, policies and processes they need to effectuate a long-term solution.
- Tim Marusich, President, BlueHornet
Email arriving in the inbox is affected by a wide variety of factors ranging from recipient permission quality and complaint ratios to sending reputation and ISP acceptable usage policies. Having the information that I.D.E.A provides enables us to offer more effective delivery, reputation and best practice guidance to our clients.
- Scott Olrich, CMO, Responsys
Email marketing benefits from a strong commitment to best practices that serve both the sender and recipient sides of the equation. The components evaluated as part of the I.D.E.A. process underscore the importance of managing all the myriad elements that go into a credible, results-driven email campaign.
- Elaine O'Gorman, VP, Silverpop
I.D.E.A. places a microscope over a company’s practices including its current deliverability and any issues with its mailing systems and service providers. The black-box approach of “don’t worry about deliverability; we are experts at it and we take care of it all for you” is neither realistic nor truthful. Today a client’s reputation and deliverability is directly impacted by all the companies who touch their email program – from the sponsors or affiliates with whom they co-promote, to the vendor who hosts their mailserver, to the service bureau who processes their data. No one company is the cause of the problem nor, acting in isolation, the solution. In addition to sharing a common goal of preserving the viability of email, the I.D.E.A. partners also share a sincere commitment to a collaboration with the sending and receiving community, and the transparency and open dialogue upon which all successful partnerships rely.
- Dave Fowler, Director, Yesmail