The email marketing industry needs standard reporting and metrics.
Today it is impossible to compare and benchmark response and deliverability rates across the industry because marketers get reports with different terms based on different calculations. Marketers are restricted in comparing reports and synchronizing data when looking to evaluate or change email broadcast vendors.
Inaccurate or inconsistent metrics diffuse the credibility of email marketers. If our own metrics cannot conform to benchmarks, we lessen our ability to convince senior management and fellow digital marketers of our success. It also hinders our ability to negotiate for resources.
You can help. Read the quick background here and then take action with the links below.
The email marketing industry may be ignobly unique among direct and online marketing disciplines for our lack of measurement standardization. For the past two years, the members of the eec Measurement Accuracy Roundtable (a volunteer member committee) have wrestled with the problem of a lack of a consistent and unified standards for the most basic email metrics such as delivered, open and click.
Through our work, the Roundtable has built a foundation for industry standardization for these basic but important metrics.
We have created (and vetted) new definitions of key measures so that they are not only accurate, but the names accurately reflect the measure. (You can read in past eec blog postings about the struggles and debates to come up with terms we could all support.) Latest definitions are here.
We have surveyed dozens of email broadcast vendors (ESP’s and MTA/on-premise providers) in order to audit existing reporting and gauge the level of variance across the industry. Please note that the eec Roundtable does not support or claim that any one provider’s method of calculating common metrics is better than any other. Many ESP’s and other broadcast vendors participated in the development of these definitions. We are very grateful for their support.
The Roundtable has repeatedly come to the industry – practitioners, eec members and thought leaders – to gather feedback and insights.
Now it’s time for action.
Here’s how you can help us start the ball rolling. Join our launch efforts now.
Voice your support (or dissent) for standardization of metrics in our industry. Take this one question survey.
Tell us your thoughts and send in any corrections to the Roundtable.
Commit. Sign the petition to advance standard metrics now.
Join the Roundtable (eec members only). Just email Ali at the eec.
Please place your comments below. And stay tuned!
Thanks to the hard working members of the eec Measurement Accuracy Roundtable!
– John Caldwell & Luke Glasner, eec Measurement Accuracy Roundtable Co-Chairs