Talk is cheap
The Email Experience Council raised awareness about the mess we've got surrounding e-mail metrics and bounce management. And a lot has been said on the topic and there's no question that standardized measures, definitions and practices are beneficial. The tough part is actually effectuating the change to achieve them. That process is under way with the formation of the Email Measurement and Accuracy Coalition, under the stewardship of David Daniels.
The EMAC faces some big challenges. It must get it right, get it done and get adoption.
Getting it right will require some fancy footwork since there's little agreement on what constitutes "right." Perhaps, the place for EMAC to start is in defining some common labels that describe the different metric methodologies so marketers can make apples-to-apples comparisons and the industry can produce meaningful benchmarks.
The group will need to examine how the different methodologies can be used to measure different things. Once such a framework is established, the "right" metric for delivery, open and click rates will emerge.
Getting buy-in and adoption will be the toughest job of all. Adoption will hinge on not just what EMAC recommends but how it goes about its task. Engagement and collaboration will be key.
The responsibility for effectuating the change our industry needs doesn't rest with EMAC alone. EMAC is simply a catalyst for change. It doesn't "own" the metrics issue. As members of the e-mail industry, we all own the issue and have a stake in its outcome. Sign up for a free membership to EMAC at www.emacoalition.org and by provide your comments directly by e-mail at firstname.lastname@example.org.