JupiterResearch forms E-mail Measurement Accuracy Coalition

JupiterResearch is forming the E-mail Measurement Accuracy Coalition to recommend guidelines for measuring e-mail deliverability and other e-mail marketing performance indicators.

David Daniels, vice president and research director at JupiterResearch, will lead the group.  This announcement comes after a report led by Mr. Daniels titled, "E-mail Marketing Measurement," and the E-mail Experience Council's report, "State of E-mail Metrics and Bounce Management Report,"  found there was no industry standard for e-mail measurement.

"The group will try to build a framework that will accurately measure delivery and to standardize definitions of other metrics," Mr. Daniels said. "It is the next logical thing to happen after our findings."

There will be a steering committee formed with eight or nine representatives from the industry. The group will be comprised of industry leaders and marketing professionals, including principals from e-mail and delivery service providers. The complete list of charter supporters can be found at www.emacoalition.org/members.

Recommendations will be presented at this week's Authentication and Online Trust Alliance in Boston on Wednesday and Thursday.

"We expect it to take a few months before we have recommendations to publish," Mr. Daniels said.