The same principle can and should apply in the context of a business partnership. As with any partner, in business or otherwise, at the outset of each relationship is a set of clearly defined goals. Also, and very often unexpectedly, misunderstandings occur and can lead to a painful breakdown in communication, which often leads to resentment and, at times, permanent separation.
For the past few years, the Email Measurement Accuracy Roundtable, sponsored by the Email Experience Council, has been conscientiously working to standardize email metrics.
Standardizing these metrics is crucial in order to improve the quality of reporting and to enhance the creditability of the email industry. As part of the standardization goal, the Roundtable seeks congruent email reporting across existing Email Service Providers.
The email industry operates in a dynamic environment, and, like every major industry, it has its shortcomings. But, one thing that has remained constant over the years is the ambiguity that faces marketers because of differences in how email metrics are calculated from one ESP to another.