JupiterResearch forms E-mail Measurement Accuracy Coalition

Share this article:

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.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions