Email marketing statistics: definitions and the mystery of the disappearing emails

The Interactive Advertising Bureau (IAB) just released a document which tries to put up some signposts in the maze of email marketing metrics.

It's not trying to standardize how various statistics like clickthrough or delivery rates are measured. Instead, it's a reasoned attempt to clarify the terminology used...what do we call the key numbers that reflect the performance of your email efforts? And how are these numbers typically calculated?

There are other initiatives underway to bring more standards to email marketing, so it remains to be seen where this contribution will fit in. The authors make the reasonable claim that this might be considered the first step in a gradual evolution toward more transparency in the industry.

You can get a feel for the problems involved from this new article by Dave Lewis. He talks us through the phenomenon of "silent deletes" where ISPs and corporations quietly take your incoming email and divert it to a big black hole. No delivery. No bounce.

More on statistics | Tags: email marketing metrics, email marketing statistics

Permalink | July 13, 2007 | 0 comment(s)
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