DoubleClick Inc. has named Eric Kirby as senior vice president and general manager of its e-mail business. Kirby was previously vice president of DoubleClick’s
Strategic Services Group, which deploys marketing strategists and analysts to clients across industries to use DoubleClick’s tools and products in developing innovative marketing solutions.
In his new position, Kirby will oversee new releases to DoubleClick’s DARTmail and UnityMail products within the next few months, as well as additional new services throughout the year. Kirby says DoubleClick also will continue its work on educating e-mail marketers about best practices with forums such as its upcoming e-mail summit.
“I believe there are two key things that e-mail marketers should focus on: e-mail governance and smarter marketing,” he says. Governance includes ensuring best practices in data collection, guaranteeing subscription transparency, and other operational aspects. Smarter marketing, he says, involves ensuring the value of e-mail to recipients. “If the content is relevant, the branding is clear and the frequency is appropriate then recipients will truly value the communication and marketers will have fewer concerns about overcoming spam and inbox clutter,” he adds.
Before joining DoubleClick, Kirby was CEO and founder of Veripost, an e-mail marketing tools provider. He also was co-founder of Assurance Systems, a company focused on developing e-mail deliverability tools. Both of those companies are now part of Return Path. Previously, Kirby had leadership positions in the online marketing industry at WorldPrints.com and loyalty marketing company Brierly & Partners.
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