EmailLabs
Company: EmailLabs, Redwood City, California
Company Description: EmailLabs is a provider of advanced e- mail technology solutions to agencies, publishers, marketing and sales departments of middle-market and Global 2000 companies. It provides e- mail marketing solutions to more than 350 companies and is headquartered in Redwood City, California. EmailLabs is a service of Uptilt, Inc. Uptilt was founded in 1999 and is privately held.
Nomination Category: Individual Awards Categories
Nomination Sub Category: Best Marketing Executive
Nomination Title: Loren McDonald, VP of Marketing
1. Tell the story about what this nominee achieved in 2004 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
What’s the best way to market your company from the inside out? Hire an
industry thought leader and email marketing guru as your vice president of
marketing.Loren McDonald, Vice President of Marketing for EmailLabs, has more than 20
years of combined marketing experience and is actively involved in the industry as
a seasoned writer, event speaker and industry thought-leader.McDonald has become an industry thought leader via the constant creation of
innovations in the email marketing arena, consistent publishing of an original
newsletter, monthly columns in a respected industry publication, highly regarded
speaking credentials and by impacting bottom line sales.McDonald’s 2004 accomplishments include implementing a new metric, Click-to-
open rate, for measuring the click through rate of email messages opened. This
allows marketers to see not only who received their email, but also who actually
opened it and took action. He has pushed the industry towards “trust based”
marketing initiatives, using an administrative utility designed to ease CAN-SPAM
compliance and even go beyond the federal requirements by facilitating open
communication between email marketers and recipients. This utility takes the form
of a standardized area of information and links in every email marketing message
where the recipient knows he or she can find certain components including the
mandated postal mailing address, opt-out and such best practice elements as
format preference, change email address and links to the privacy policy.McDonald continues his thought leadership through his articles and presentations
as well. He publishes “The Intevation Report,” a best practices newsletter for
email marketers with topics ranging from “Click-to-Open Rate: A Better Metric?”
and “CAN-SPAM Compliance: Only the Beginning.” McDonald offers his insight
on the latest trends through a monthly delivery trends column on ClickZ.com that
include topics such as “28 Ways to Build Permission-Based Email Lists” and “20
Tips for Better B2B Newsletter Content.” Additionally, he has launched a highly-
regarded Email Marketing Best Practices Guide and is actively involved in the
Email Service Provider Coalition (ESPC) communications committee.McDonald is a respected speaker in the industry giving presentations at numerous
industry events including Internet Planet, Stanford’s Publishing on the Web, the E-
Tourism Summit and eTail. These prestigious conferences have welcomed
McDonald to speak on topics such as “Email Newsletter Best Practices – Taking
it up a Notch,” “Getting Your eNewsletter Read” and “Email Campaign
Management and Spam: Tactics for Legitimate Marketers.”In response to McDonald’s outreach, EmailLabs built on its already impressive
customer roster aiding EmailLabs in adding 33 new industry-leading clients during
Q4 2004, including McGraw-Hill, Blitz Direct, Data & Promotion (Vancouver),
Federated Investors, Oxford University Press, Rail Europe, Student Horizons and
in total, adding 148 clients in 2004. He also played an integral role in the
creation and announcement of several new and enhanced services including a Click-
Through Activity Tool, Behavioral Segmentation Tool Enhancements,
Administrative Utility for CAN-SPAM Compliance and the Implementation of the
SPF Sender Authentication Protocol.EmailLabs achieved record revenues each quarter in 2004 and averaged monthly
client revenue increases of 33 percent.
2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: List each link on a separate line, begin each link with http://, and enclose each link in square brackets; for example, [http://www.website.com]:
Intevation Reports
Click-to-Open Rate: A Better Metric?
http://www.emaillabs.com/articles/email_articles/article_click_to_open_rate.html
CAN-SPAM Compliance: Only the Beginning.
http://www.emaillabs.com/article_CANSPAM_compliance_minimum.html
The Lab - Using Link Click-Through Tracking to Segment Your List
http://www.emaillabs.com/lab_clickthrusegmentation.html
Complete List of Intevation Reports:
http://www.emaillabs.com/resources_enewsletter.html
ClickZ Articles
28 Ways to Build Permission-Based Email Lists
http://www.emaillabs.com/articles/email_articles/article_28ways.html
Beyond the CAN-SPAM Act: Building a Trust-Based Email Marketing Program
http://www.emaillabs.com/articles/email_articles/article_beyondCANSPAM.html
20 Tips for Better B2B Newsletter Content
http://www.emaillabs.com/articles/email_articles/B2B_newsletter_content.html
Complete List of ClickZ Articles:
http://www.emaillabs.com/resources_articles.html
Press Releases
EmailLabs Thrives in 2004: Achieves Record Year of Revenue
http://www.emaillabs.com/articles/news/2004_record_revenue.html
EmailLabs Outlines Framework for `Trust-Based' Email Marketing in `Beyond CAN-
SPAM' Webinarhttp://www.emaillabs.com/articles/news/trust_framework.html
EmailLabs Recommends Best Practices to Help Marketers Minimize the Effects
of Image Blockinghttp://www.emaillabs.com/articles/news/minimize_image_blocking.html
Complete Press Release List:
3. Provide a brief (up to 100 words) biography about this nominee:
As EmailLabs’ VP of Marketing, Loren is responsible for all customer touch
points, including messaging and positioning, lead generation, advertising, PR and
customer communications. He was previously founder and president of Intevation,
Chief Marketing Officer of NetStruxr and co-founder and Chief Marketing Officer of Enteva. Prior to Enteva, Loren was responsible for the Northern California Online Marketing and Strategy practices of USWeb/CKS and also served as Worldwide Marketing Director for Arthur Andersen's Real Estate Services Group. Loren’s a ClickZ columnist and belongs to the Email Service Provider Coalition
communications committee. He holds a BA from San Francisco State University.