About e-mps

The History of e-mps

If the e-mps brand looks familiar to you, that’s because it’s not new. The Direct Marketing Association (DMA) first introduced it in 2000 to serve a specific purpose.

For 17 years, the E-MPS (abbreviation for E-Mail Preference Service) was a resource that helped marketers avoid sending unsolicited commercial email to consumers. It also provided a means for consumers to opt out of receiving such emails or having their email address sold.

You could describe it as the email version of the National Do Not Call Registry, which is maintained by a totally separate organization.

In 2018, the Association of National Advertisers (ANA) acquired the DMA and decided that the e-mps.org website was no longer needed. But they wanted to keep the preference service going.

So, they moved their “do not email” registry and files to another existing sister domain and sold e-mps.org to us.

Suffice it to say, we jumped at the opportunity to get this domain and reimagine its future.

The Origin of Our New Mission

As we contemplated where to take e-mps, there were two unwavering requirements:

  1. Retain the site’s permission-based email marketing roots.
  2. Ensure that local “brick-and-mortar” businesses could benefit in some way, shape, or form.

For a long time, the domain sat idle because we couldn’t think up a fresh innovative vision.

But then I noticed shifts in the marketing landscape. And one day, through all the digital noise and technology changes, I spotted the trending convergence of email and text messaging automation.

They are natural cross-channel marketing partners for mobile, tablet, and desktop.

That combo was already proving that it could work successfully for many prominent online retailers (e-tailers).

That’s when the term Emext Marketing popped into my head. It combines the power of email marketing and text message marketing.

But we wanted to create a cost-effective approach that could also benefit local businesses even more. So, we devised a new framework and added a necessary voice communication component.

The approach fits perfectly with the new e-mps mission:

“To help you attract more customers and keep them loyal”

And the mantra is…Attract. Convert. Retain.

Emext marketing puts your local establishment or online retail business as close as it can get to your prospects and customers – in their mobile phones. But it goes beyond mobile marketing.

What You Can Expect from e-mps

Going forward, e-mps will simply be known by its abbreviation. No different than 3M, BMW, or AT&T. It won’t stand for email preference service or anything.

The centerpiece of this blog is emext marketing and its related components. So, you’ll get lots of strategies and tactics for how to get the most out of this approach and supporting technology.

That includes everything from creating content to generating revenue to building a community of loyal happy customers.

As CEO, my mission is to help you achieve your business goals. So, with your tenacity and my 23+ years of business consulting and digital marketing experience, the sky is the limit.

Wishing you much success,

Michael Holland