Sunday, February 8, 2009
A key component of staying on top of your email program is understanding email marketing tracking and performance metrics. Sometimes those metrics, while valuable, aren't as consistently calculated or predictive as we'd like. One example of this is the open rate--it doesn't always accurately measure whether an email is "opened" or not, and is the subject of much debate in the email marketing industry.
In response to the ongoing debate, our friends at the Email Experience Council (EEC) have formed a round table (one that includes our own Morgan Stewart) to refine and standardize metrics for email performance. The round table has recently launched a new metric that you should learn more about--the render rate. You can learn more about the render rate, and offer feedback on the formulas, terms and definitions that the round table has developed. The EEC is encouraging email marketers, email marketing software developers and anyone who has a vested interest in moving email measurement and analytics forward to offer feedback.
Regardless of whether you agree with the render rate as a better way of consistently tracking email performance or not, there are two key "tips" to take away from this week's posting:
- Understand the performance metrics that best measure how your email program is doing, and track them regularly.
- Get familiar with organizations that are dedicated to advancing the causes of great email and one to one communications and become an active participant. There's lots to learn, and lots to contribute, by being interacting regularly with other email marketers.