Standardizing email metrics
Slogging towards e-mail metrics standardization a report by Direct Mag on the efforts of the Email Experience Council to standardize definitions related to email marketing.
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The EEC is pushing the term render rate to replace the term open rate. In addition to changing the name the EEC is attempting to standardize how the render rate is calculated. Loren McDonald, co-chair of the EEC Measurement Accuracy Roundtable posted his views on the discussion today. He presents 3 reasons why we should care about using render rate.
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- laura
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Ken Magill reported on a study published by Epsilon (pdf link) on Tuesday. This report shows open rates are climbing but click-through rates are falling.
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- laura
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Right now, there is no way to compare open rates as everyone calculates them differently. Mark Brownlow covers this today.
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