I got to spend some time Monday on the trade show floor. There's nothing like a full-blown trade-show to get you excited about an industry and to break in a new pair of shoes.
The DMA placed most of the "interactive marketers" within a few trade-show blocks, which was a great move for interested customers. (It also made it easier for all of us in the email space to conveniently eye each other's booths <grin>.)
The buzz among the emailers with whom I talked included:
- Which of the ESPs is going to get bought next?
- How big will RSS get?
- Anticipation around Jupiter's imminently announced ESP vendor ranking.
Perhaps the best sign that the DMA and the email world are getting in sync came from a release issued yesterday quoting the head of the DMA himself, John Greco. The release simply states that the DMA will begin requiring members to use some kind of email authentication. It seems to imply that authentication will be required for any kind of email communication, not just marketing. Unfortunately, it falls short of specifying which forms of authentication should be used. Nonetheless, it is an appropriate gesture, and indicates that the world of email continues to move off the periphery and into the mainstream marketing world.