Inbox Insider: Email Measurement Should be Standardized

Author:

Dianna Dilworth

Source:

Email marketers are driven by measurement, but email measurement metrics are not standardized across the industry.

While it is perfectly legitimate for an email marketer to measure its own campaigns against past efforts to create valid numbers, comparing a marketer's efforts to the rest of the industry is a lot foggier.

When marketers say their email click rates are up, they are using vague statistics because email service providers define their deliverability and rendering differently. For example, if an ESP defines a delivered email as one that lands in the spam box, click rates could be lower. If the marketer counts emails that did not render, the fact that a consumer opened the message might make it seem less meaningful.

To fix this ...