Four years after White Image was incorporated, it became Eastern Europe’s first company to get certified for best practices in email marketing. What did that mean? First of all, it meant we were able to do well what we had started to do, and that we had a very good foundation on which to continue building. In addition to that, we did not felt much elated, but our presence really started to catch the eyes of clients. The certification also helped us in our negotiations with ISPs to make sure that our emails would always us reach the target inbox.
Things started to get better and better, so we launched our first tool to secure the insert of advertisers, and the unbiased measurement of the ads in the publishers’ newsletters. It all came out from a request that one of our publisher clients had, who wanted to share customer results in a transparent way at a time when trust in customer results was low due to the fact that they were sent out in Excel files, while users had no access to the monitoring platforms.
That was a turning point for this industry, at a time when people were talking quite a bit about rigged campaign results. With this tool, indisputable results were finally available, and the functionality of the online environment could finally be proven.
Four years had already passed, and we were confident that we were able to educate the market. We focused was on automated marketing, which we describe in our 2007 story.
