Matthew Vernhout
Founder, Author and Speaker EmailKarma
Media
Social
Biography
In 2008, I obtained my CIPP/C designation from the International Association of Privacy Professionals (IAPP), so you could say I know a thing or two about privacy and data protection. I'm also the founder of the Canadian Email Summit and EmailKarma, as well as the Communications Chair of the Authindicators Working Group.
In my current role at Email Industries, I oversee the successful delivery of our clients emails through consultation on email delivery challenges and marketing strategy. I'm also involved in a number of other organizations and initiatives, including CAUCE, the ANA's Email Experience Council, the Video Game Ethics, Trust, and Safety working group (VGETS), and the Messaging, Malware, Mobile Anti-Abuse Working Group (M3AAWG).
Throughout my career, I've been recognized for my contributions to the email industry. In 2019, I was named the EEC Thought Leader of the Year and in 2010, I was named one of the Top 40 Marketing Bloggers in Canada. I'm also the co-author of the book 'A Complete Guide to e-Marketing under Canada's Anti-Spam Legislation' and have contributed to a number of other publications, including 250ok's DMARC Adoptions Among e-Retailers, The EEC’s Global Email Marketing Compliance Guide, and The Impact of CASL on Email Marketing.
Thanks for stopping by my profile! If you have any questions or just want to chat, don't hesitate to reach out.
Industry Expertise
Areas of Expertise
Accomplishments
Red Sift Academy | The Elite Sifter Badge
2022-03-29
Completed certification offered by email/internet security company Red Sift.
Related: Email Authentication, DMARC, Domain impersonation, Email Security.
Certification Credential: https://redsiftacademy.workramp.io/certificate/QT40Rm-yHQ
2019 Thought Leader of the Year (EEC)
2019-04-24
The EEC Thought leader of the year award is presented to an individual by their peers in the industry. This award winner is someone that is recognized for having a positive and recognized impact on the email marketing community. Through fostering conversation and/or proposing a solution or position on an industry challenge or issue.
Top 40 Canadian Marketing blogger
2012-02-02
Recognized at #40 on the 2010 Best Marketing Blogs list from ad-links.com (based on ad age Power 150)
Certified Information Privacy Professional/Canada
2012-05-23
The CIPP/C certification demonstrates understanding and application of Canadian information privacy laws, principles and practices at the federal, provincial and territorial levels.
Education
St. Clair College
Computer Science Technology - Information Systems
Computer Science Technology - Information Systems
2000
Affiliations
- CAUCE
- M3AAWG
- IAPP
Languages
- English
Testimonials
Marketing Specialist
http://www.emarketingconference.ca/Fanshawe College eMarketing Conference 2012
Favourite session of the day for me was the lunchtime anti-spam legislation talk by @EmailKarma. #emktg
https://twitter.com/JasonFredin/status/174621287048675328
Media Appearances
Email Predictions for 2025
Kickbox online
2025-01-23
Article featuring expert opinions on where Email Marketing is heading in 2025 and beyond.
4 Ways To Improve Email Marketing Campaign Deliverability
ToolBox online
2022-04-08
When implemented effectively, email marketing can drive company growth and customer engagement in amazing ways. That is why nearly 90% of marketers rely on email marketing to distribute their content online, according to Content Marketing Institute . Of course, cutting through the noise can be challenging.
Protecting email deliverability before and after a data breach
BetaNews online
2019-03-15
Article on Data breach and how to respond to your consumers. Includes tips to protect data from being lost or accessed as well as appropriate response tactics
141 Cybersecurity Predictions For 2020
Forbs online
2019-12-03
Quotes from industry experts on data security and predictions for 2020.
Event Appearances
How to Lose a Subscriber in 10 Emails
Email After Hours Podcast Online
2024-10-24
Keynote: The Human Element in Email
Candian Email Summit Toronto, ON
2024-10-11
S1 Ep8: Master Email Deliverability
theMarketer Podcast Online
2024-08-01
Judgement-Free Deliverability Ask-Us-Anything
Inbox Expo Atlanta, GA
2024-05-13
Sample Talks
The Human Element in Email
The Human Elements in Email focused on how trust, authenticity, and engagement shape successful email marketing. I talked about why email isn’t just a sales channel—it’s a two-way conversation. If brands treat it like a megaphone instead of a dialogue, they risk losing engagement and trust.
With AI dominating marketing conversations, I wanted to bring the focus back to the human side of email. People connect with brands that feel real, align with their values, and communicate consistently across email, social, and web. Authentication tools like SPF, DKIM, DMARC, and BIMI help establish credibility, but trust is built through relevant, expected, and respectful messaging.
Unsubscribes aren’t the enemy—they’re a sign of a healthy, engaged audience. On the flip side, ignoring customer preferences, over-messaging, and mishandling data are fast ways to break trust. I also highlighted how personalization should be thoughtful, not creepy.
One of the biggest takeaways? Pay attention to how your audience engages. Avoid “no-reply” addresses, be open to feedback, and remember that trust takes time to build but can be lost instantly. Ethical, human-centred email marketing is the key to long-term customer relationships.
Style
Availability
- Moderator
- Panelist
- Workshop Leader
- Corporate Training
Fees
Articles
HBC Settles CASL Violations with Undertaking
EmailKarmaMatthew Vernhout
2025-01-30
Summary of the issues that lead to the Hudson's Bay Company entering an undertaking with the CRTC for violations of Canada's Anti-Spam Laws.
Small Business Guide to Implementing DMARC
EmailKarmaMatthew Vernhout
2024-01-23
A guide for Small Business to implement DMARC and comply with Google and Yahoo's sender requirements.
