Email Measurement Accuracy Coalition Merges with Email Experience Council; eec Announces Partnership with JupiterResearch
February 12, 2008 — The Email Experience Council (eec), the Direct Marketing Association’s (DMA) email marketing arm, today announced that it is taking over guardianship of the Email Measurement Accuracy Coalition (EMAC), which has been working to establish email marketing measurement standards. Formed in April 2007 at the behest of concerned industry leaders, the group has been overseen by David Daniels, vice president and research director of JupiterResearch and EMAC executive director.
According to Jeanniey Mullen, eec founder, “Developing standards so that the industry is speaking one language is vital to the further growth of email marketing. So, we’re thrilled to build upon the impressive progress already made by EMAC.”
Mullen made the announcement during the eec’s inaugural Email Evolution Conference, which is being held at the Sheraton Hotel & Marina in San Diego this week.
Daniels said, “We’ve accomplished our main mission, which was to standardize the definition of email delivery metrics. But there’s plenty of work yet to be done, and it makes the most sense for that work to continue under the eec umbrella.”
EMAC’s deliverability metrics definitions will be published in the coming weeks. Meanwhile, the group, working in tandem with the eec’s Research & Intelligence Roundtable, will begin standardizing the definitions of click-through and click-to-open rates, as well as other industry metrics.
“Inconsistent standards and definitions have long frustrated email marketers as they attempt to benchmark program performance against peers and industry averages,” said Loren McDonald, vice president of industry relations at Silverpop and the eec’s liaison to EMAC. “Through a combined EMAC and eec effort, gaining agreement on definitions of basic measures such as click-through, conversion, and list churn rates will help marketers engage in a more accurate and strategic dialog with the C-Suite about the role and value of email marketing in the marketing mix.”
The eec today also announced a research partnership with JupiterResearch that gives eec members a 25 percent discount on all reports in the JupiterDirect library.
“We’re pleased to offer our members discounted access to the important research performed by JupiterResearch,” said Mullen. “Being able to access key findings that justify our strategies and budgets requests is critical. Marketers who can quantify the impact that email has on driving revenue will be able to leverage email to revolutionize their overall business.”
Hosted by the Email Experience Council and the Direct Marketing Association, the Email Evolution Conference is being held February 12-13 at the Sheraton Hotel & Marina in San Diego. For conference details, visit www.emailevolution.org.
About the Email Experience Council (eec)
The Email Experience Council (eec) (www.emailexperience.org), the Direct Marketing Association’s (DMA) vertical working group that is focused on the email marketing industry, is a global professional organization striving to enhance the image of email marketing and communications, while celebrating and advocating its importance in business, and its ROI value. The eec is committed to regularly conducting a broad series of email initiatives for a variety of organizations that highlight the positive impact and importance of email as a marketing tool, communications vehicle, and branding device. Additionally, eec members are setting the standards for email through Marketing Roundtables. The eec members are representatives of other trade organizations, agencies, advertisers, technology partners, clients, and companies focused on the potential of email marketing via mobile and other digital devices.
JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit www.jupiterresearch.com.
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