One of the major obstacles that nowadays haunt email marketing specialists is the lack of consistent standards for email marketing statistics. The DMA/Email Experience Council’s project, called S.A.M.E. (Support the Adoption of Metrics for Email), has been introduced to create a unified standard system to use in email marketing reports. As part of the project, eight new statistic definitions have been introduced to email metrics & reports. Main goal of the project is to attract more email service providers (ESPs) to adopt their systems to the S.A.M.E. standard.
In January 2011, Mailigen finally joined the S.A.M.E. project, and has updated its email marketing platform to meet the standards introduced by this project.
Previously, if only data like bounced emails, delivered emails (now accepted emails), opened emails, click count, and click through rate was available, now Mailigen’s system houses new statistics:
- accepted emails,
- accepted rate,
- confirmed open rate,
- email render rate,
- average recipient render rate.
Now our system will show not only the bounced email rate, but statistics like the ‘accepted email rate’. This term refers to the total amount of emails that were received by Internet Service Providers (ISPs). The statistic of bounced emails is used for finding out the amount of real email addresses and clean the databases, but the ‘accepted email rate’ is used to deduce the amount of confirmed opens and their rate.
Also Mailigen, by introducing the ‘confirmed open rate’ and ’email render rate’ statistics, will focus more attention on how the email was opened and read; for example, we’ll determine whether the particular email address was deduced only after loading the pictures, or after a click through. Of course, making such statistics more precise won’t make the numbers a huge chunk more reliable, but employing these new methods gives additional variables for precise email campaign assessment.
Up until now, four email service providers have opted to employ the new statistic system, but during the next few months, 10 new email service grandeurs will introduce these statistics in their software. And that in turn means that we can expect these new statistics to influence email marketing strategy as a whole.
We should also mention that everyone participating in the S.A.M.E. project receives an “email measurement accuracy” seal, which can be housed in the homepage of the particular email service provider–perhaps one day the S.A.M.E. seal will become a benchmark of sort for ESPs.
You can find out more about this project in the EEC homepage and by downloading the S.A.M.E. Project Guide where you can also discover more about the meanings and definitions behind the new statistic benchmarks.