IAB Releases New Guidelines for Email Monetization

Interactive Advertising Bureau on Email Best Practices

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The Interactive Advertising Bureau (IAB) has released a list of "best practices" for marketers and publishers who want to monetize their email efforts. The best practices come in a document appropriately titled "Email Monetization Strategies."

The IAB considers this part of its 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 document covers:

- 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."

In case you think email is on the way out due to spam or social media, read the reasons why we don’t believe that is the case here and here.

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> IAB Announces Guidelines for In-Game Ad Standards

> IAB Releases Social Advertising Best Practices

> IAB Rolls Out Click Measurement Guidelines

> IAB Releases Definitions for Social Media Ad Metrics

> IAB Releases Video Ad Guidelines

IAB Releases New Guidelines for Email Monetization
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