Email Experience Council and Brightwave debut

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E-mail marketing organization Email Experience Council has tapped BrightWave Marketing, a leading independent email marketing company, to establish and support, the first centralized online repository of statistics and research specific to the email marketing industry. is a free site that feature research and resources from various sources throughout the industry. Under the terms of the agreement, the EEC will contribute the latest industry reports from the EEC's White Paper Forum and work with EEC members to provide the with the most current research and metrics data available.

"The initiative comes from the Email Experience Council leading an industry wide effort to develop standardized metrics and asking leading e-mail marketing companies to step up and move our industry forward in several different ways," said Simms Jenkins, founder and principal of BrightWave Marketing, Upper Montclair, NJ. "Ideally, direct marketers can use this research and enhance their internal programs and knowledge base."

The site includes a wide range of research from basic data like average open and click-through rates to more sophisticated metrics and results such as detailed research studies and white papers. The site also will feature user-generated content.

"The biggest benefit to direct marketers is having hundreds of key e-mail related statistics from numerous sources in one location," Mr. Jenkins said. "At launch, we have 35 categories of e-mail metrics that go well beyond basics like average response rates to specifics on deliverability and best time of day to send your campaigns."


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