Ten members of EMMA's council have been elected to the DMA email marketing council, which will fall under the DMA's Interactive Media Division.
The council will be responsible for developing industry codes and best practice guidelines, training, events and other activities that promote the benefits of online marketing.
Nick McConnell, manager of Digital Impact, will chair the council, with Chris Combemale from E-Mail Vision and Jeff Barnes from Bluestreak International elected joint vice-chair.
McConnell said: "EMMA members have realised that they are able to bring some very significant skill sets in education and best practice to the DMA. Together, we will be able to provide a single and stronger voice in the area of online marketing".
EMMA was established in July 2001 to promote best practice for electronic marketers in the early days of the internet and to set out a standard for email marketing.
James Kelly, managing director of the DMA, said: "Their early work and great contribution to the development of best practice and education in digital marketing provides an invaluable resource."
Email marketing is becoming an increasingly popular tool because it is cost effective to implement. However, it is less popular with consumers, because a few companies have failed to follow existing best practice guidelines.
The merger will not only raise the profile of responsible email marketing, but it will highlight the benefits of the medium and accelerate its growth as a marketing channel.
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