I’ve been sitting on this one for about a week, after the folks over at IBM/Pivotal Veracity called me to tell me about this. But now their post is out, so I can share.
There are ISPs providing real metrics to senders: QQ and Mail.ru. Check out Laura Villevieille’s blog post for the full details.
The EEC has been working on standardizing metrics used in email marketing. They have published a set of definitions for different terms many email marketers use. They published their Support the Adoption of Email Metrics (S.A.M.E) guide in June.
Under the new EEC definitions an open is measured when either a tracking pixel is displayed or a user clicks on any link in the email, including the unsubscribe link. Open rate is defined as the number of opens (either unique or total) divided by the number of accepted emails. Accepted emails equals the number of emails sent minus the number of emails rejected by the ISP for any reason.
The authors do caution, however, that even their measurements may under count the number of email subscribers that actually open or read an email. Some readers don’t load images or click on links but happily read and digest the content being sent. Others may not click on a link but actually visit a website or brick and mortar store to purchase something based on the email.
Overall, I think the definitions created by the S.A.M.E. group accurately reflect the things they want to measure within the limits of what is actually measurable. Their definitions won’t affect conversations in the short term, but are likely to drive change to standard terminology over the longer term. I do strongly encourage people to grab a copy of their document and see how their definitions compare with your current measurements.
There are a lot of people who abuse online services and use online services to abuse and harass other people. But handling complaints and handling the abuse are often afterthoughts for many new companies. They don’t think about how to accept and process complaints until they show up. Nor do they think about how bad people can abuse a system before hand.
But dealing with complaints is important and can be complicated. I’ve written many a complaint handling process document over the years, but even I was impressed with the Facebook flowchart that’s been passed around recently.
In the email space, though, all too many companies just shrug off complaints. They don’t really pay attention to what recipients are saying and treat complaints merely as unsubscribe requests. Their whole goal is to keep complaints below the threshold that gets them blocked at ISPs. To be fair, this isn’t as true with ESPs as it is with direct senders, many ESPs pay a lot of attention to complaints and will, in fact, initiate an investigation into a customer’s practice on a report from a trusted complainant.
There are a lot of legitimate email senders out there who value quantity over quality when it comes to complaints. But that doesn’t mean their lists are good or clean or they won’t see delivery problems or SBL listings at some point.
In a post this morning, Dan Deneweth from Responsys says he’s received confirmation from Yahoo that they have increased the value of engagement metrics when making delivery decisions.
The really great thing, for the ISPs, about engagement metrics is that they directly measure how much a particular email is wanted by recipients. There’s no guessing about it, it measures how engaged the recipient is with a mail. Even better is the fact that, unlike proxy metrics, engagement metrics are extremely difficult for the sender to manipulate. As a sender I can artificially lower complaints and bounces without improving the mail I’m sending. But I can’t improve engagement metrics without actually engaging my recipients.
As I wrote back in 2010: