Email marketing industry perspectives : standardization of email metrics

Fred_Tabsharani 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. 

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Contradiction: email marketers find it hard to reach the inbox but at the same time don’t seem to care too much

Deliverability is a hot topic in email marketing today. There are many reasons for that: an increased volume of emails sent (email has recently been used more frequently due to the recession), a growth of lists, changing techniques at the ISPs to filter emails, etc.

The emphasis increasingly lies with relevance, content and interaction by and with the email recipients.

The ‘Email Marketing Industry Census 2010 report’ by Econsultancy, carried out in cooperation with Adestra, shows that the number of businesses claiming to have problems reaching their email subscribers’ mailboxes has increased by 3% compared to last year, reaching no less than 54%. 

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