E-mail's dirty little secret is out: Marketers can't always trust  their results.  That's the inescapable conclusion looking at mailer  and e-mail service provider survey results in the white paper just  issued by the Email Experience Council (EEC) called The State of  Email Metrics Bounce Management. As Deirdre Baird, president/CEO of Pivotal Veracity and chair of the  EEC Deliverability Roundtable that fielded the survey and published  the results, has said, These results paint an alarming picture and  should serve as an industry wake-up call to address our inability to  define, calculate, view and act on key metrics. The EEC survey findings hone in on widespread problems in three areas: Conflicting metrics: No consistency in calculating key performance  metrics (delivery, open, click rates) makes it impossible to  establish industry benchmarks or compare results.  Variance with t