One of the largest problems facing email marketers today is the lack of industry standards for email metrics. One such much maligned measurement is the open rate. To help fellow email marketers, the Measurement Accuracy Roundtable was formed by service providers and other industry members of the Email Experience Council (eec). For the past several months, we have been working on finding a way to solve this problem, working specifically with the open metric. We have developed a group of definitions and standards to develop a new, better metric, the Render Rate. Through a lot of participation and hard work, the Measurement Accuracy Roundtable come up with what we believe is a clear and consistent definition, but we need the participation of one more person – YOU – our industry colleagues.
We seek feedback and input from email marketers, email solutions providers, agencies, publishers and other online marketing colleagues. You can download a copy of the definitions, how they are calculated and other information from the eec website here. Please post all comments here on the eec blog, so members of the Roundtable will have a depository of all industry comments to review and incorporate into this new industry standard.
The comment period for industry and other public feedback will run from today until the end of March. During April, we will assemble and review all comments, and revise the definitions as necessary to incorporate your input into this new industry standard. The final version is tentatively scheduled to be released in early May. We hope our fellow marketers and email solutions providers will support this initiative by adopting the new names and including them into their reporting systems.
Additional information will be posted on the eec website.
The Roundtable wishes to offer special thanks to the following members for their contributions: John Caldwell, Adam Covati, David Daniels, Luke Glasner (co-chair), Loren McDonald (co-chair), Stephanie Miller, Morgan Stewart and Chad White.
– Luke Glasner