Last month I had the opportunity to visit one of the most beautiful cities in the world, Amsterdam. What does that have to do with email marketing I hear you ask? I attended the Messaging Anti-Abuse Working Group (MAAWG) 16th General Meeting. I know it’s a tough assignment but hey, someone has to do it.

The MAAWG (www.maawg.org) is a global industry collaboration comprised of organizations that represent senders and receivers of email. MAAWG was formed five years ago to address the multitude of issues that affect and also help protect our great industry.

This group has come a long way since the first meeting, which I spoke at in D.C. With over 250 attendees from all over the globe the Amsterdam event was one of the largest MAAWG gatherings to date. Topics ranging from "Successful Email Deliverability in Europe" to "Cleaning up Botnets the Easy Way" were on the agenda.

With working groups and committees the MAAWG organization has produced and published many best-practice documents and guidelines that we have adopted and incorporated into our deliverability services and solutions. You can obtain a copy of their recommended sender best communication practices here: http://www.maawg.org/about/MAAWG_Sender_BCP/MAAWG_Senders_BCP_Ver2.pdf

In Europe there are 53 countries and 37 languages, plus a multitude of legal requirements to comply with. As not all countries are member states of the European Union this can cause some confusion regarding the country-specific mailing requirements and obligations for marketers.

So if you're planning to expand your email marketing efforts internationally, the information learned at MAAWG 16 and future gatherings can have tremendous value for your success. Let us know how we can help you in your Europe expansion plans.

Now for full disclosure, there are also social gatherings at these events that from time to time produce some interesting photo opportunities. But to protect the innocent (me) I cannot publish these, and as the saying goes what happens in Amsterdam…well you know the rest.

Whether you're emailing from Boston to Bucharest or Portland to Paris, Lyris is committed to your email deliverability and our industry. It’s going to be tough, but you have my commitment that I will continue to span the globe in the name of industry outreach and email issues, or at least until the photos get published.

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About the Author

David Fowler is the director of email strategy, deliverability and privacy compliance for Lyris. He consults with email marketers to help them get better results from their email programs.

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