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Stephanie Miller on Her New Mission: DMA Member Relations VP

October 3, 2012
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For Target Marketing, eMarketing + Commerce (eM+C) and Retail Online Integration readers and virtual show and webinar attendees, the name Stephanie Miller is already very familiar. They've been following her email marketing advice for years, first while she was at Return Path and then when she took a job at Aprimo. But Miller's name is about to be familiar to them in a far different way. As of yesterday, Miller became the vice president of member relations at the Direct Marketing Association (DMA). Miller's role is a new one for the organization; it doesn't replace the senior vice president of membership position, which remains open....

 

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Email works really well. It’s the reason everyone internally wants to send email messages to every subscriber for every announcement and promotion. The email team sets up these messages despite our nagging fears. We know that too many messages — especially when untargeted and self-promotional — will turn off subscribers, churn the file and risk high complaints (clicks on the "Report Spam" button), which depress inbox placement and response. We see the proof in our data: Some portion, perhaps even a majority, of the file has not opened or clicked in a really long time.
 

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