91% of marketers believe poor email deliverability has a negative financial impact

THe Data & Marketing Association (DMA) and Validity have published the ‘Email Deliverability 2020: A Journey into the Inbox’ report. The report reveals that 91% of marketers believe that poor email deliverability has a negative financial impact on their business, with almost one in ten (8%) believing this to be severe. Many factors influence the success rate of emails reaching their target destinations. Marketers cite a range of challenges when it comes to email deliverability, including ‘High bounces’ (20% of marketers stated this), ‘IP address reputation’ (18%), ‘Low reader engagement/spam…

Read More

New guidance to address privacy concerns around programmatic digital advertising

The Data & Marketing Association (DMA) and ISBA have published ‘The Seven-Step Ad Tech Guide’. The joint initiative is a step-by-step guide to help address the privacy challenges of Real Time Bidding (RTB) in programmatic advertising, produced in consultation with the Information Commissioner’s Office (ICO). The new guidance will provide support for UK businesses actively engaged in the programmatic delivery of digital advertising to ensure they protect the rights of individuals. The area of RTB within programmatic advertising has grown and evolved rapidly in recent years. It is underpinned by…

Read More

Marketers and consumers agree on email’s importance across the customer lifecycle

According to the latest insights from the Data & Marketing Association (DMA), most marketers believe ‘Discounts and offers’ (49%) and ‘Advice, information or tutorials’ (45%) are the types of email content that help achieve their campaign goals. The figures come from the ‘Marketer Email Tracker 2020’, part of the DMA’s annual series of studies into the channel, in partnership with Pure360. They reveal email’s multi-faceted role in communicating with consumers across all stages of the customer lifecycle – not just as a transactional channel, but one that can be used…

Read More

Gilbert Hill appointed as the new Chair of DMA’s Responsible Marketing Committee

Gilbert Hill, CEO of Tapmydata, has been named as the new Chair of the DMA’s Responsible Marketing Committee – the group tasked with helping to shape and define the DMA’s policies on the activities of marketers and what constitutes responsible and ethical practices in the industry. As his tenure begins, Hill calls for the data and marketing industry to embrace privacy as a differentiator rather than a compliance issue: “Too many organisations still view their obligations as just that; a set of things they have to do. A narrow view…

Read More

DMA publishes new guidance to help increase employment rates of autistic people in the UK

DMA Talent, part of the Data & Marketing Association, has published new guidance, ‘DMA Talent: Autism Employer Guide’, created using insights from NHS autism specialists, brands/employers, and autistic employees employed across creative, data and marketing roles – the UK’s first. According to the National Autistic Society, there are around 700,000 people on the autism spectrum in the UK and just 16% of autistic adults are in full-time, paid employment. Over three quarters (77%) of those who are unemployed say they want to work. Using expert insights by NHS autism specialists,…

Read More