Email remains only direct marketing channel lacking standardized metrics

A survey of ESPs (e-mail service providers) and mailers has uncovered a disturbing lack of consistency in the core metrics that drive email.

by Helen Leggatt

The Email Experience Council recently published a white paper entitled "The State of Email Metrics and Bounce Management" for which 329 mailers and more than 25 ESPs were surveyed. It uncovered inconsistencies in industry metrics and recommended the standardization of terminology in what remains the only direct marketing industry without a standardized set of core metrics.

"One alarming statistic had to do with the fact that many mailers were uncertain or guessed how (the number of) delivered (e-mails - ed.) was calculated," said Deirdre Baird, president and CEO of Pivotal Veracity (via ClickZ).

Three key problem areas were brought to the fore – conflicting metrics, inconsistent bounce data and definitions and inadequate bounce management. These areas need to be addressed to ensure email senders can properly manage their lists, maintain good reputations and correctly analyze and improve email campaigns.

"These problems require an industry-wide commitment to establishing and enforcing standards, only then can we demystify the bounce process and ensure that senders are able to follow through with best practices," said David Lewis, Bounce Co-chair and VP, StrongMail.

Tags: core metrics, direct marketing, Email Experience Council, email marketing, metrics