What the New eec Email Measurement Standards Mean for Email Marketers
Two email marketing broadcast vendors, AllWEBeMail and Email Transmit, earlier this month fully adopted the eight email marketing measurement standards introduced by the Direct Marketing Association’s (DMA) email experience council (eec) this year. Eleven additional email service providers (ESP), vendors and marketing automation solutions providers have also promised to implement the standards in the next six months.
The new measurement standards, which were published in March, include eight definitions for reporting on accepted, open and clickthrough rates. In the past, multiple names were used for these terms that confused some marketers.
Both firms have changed definitions and terms in their system reports, along with information about the calculations. These are requirements for adoption, and earn the firms the right to place a "seal" from the eec on their websites, along with promotion on the email measurement accuracy adoption list managed by the eec.
“These two providers are leading the industry in an important effort to standardize the terms and definitions used in measuring email marketing performance,” said eec Measurement Accuracy Roundtable Co-Chair Luke Glasner in a press release.
I recently interviewed executives from AllWEBeMail and Email Transmit about the new standards. Here are excerpts from those interviews:
Melissa Campanelli: Why did you decide to adopt the eec's standards? How do you think it will improve your business and/or products/services?
Adam Holden-Bache, co-founder and CEO, Email Transmit: We integrated the standards because we felt it was a step in the right direction. The labeling and calculation of these standards allow marketers to receive a more accurate assessment of their campaign results. Previously, there were many metrics that had no standard calculation or definition. For example, does a click in the text version of an email count as an open? The eec's new S.A.M.E. definitions and calculations help put an end to those discrepancies.