Industry lacks e

A??lack of standards exists around industry metrics, bounce data,??

definitions and bounce management practices, according to a new study??
by the Email Experience Council.
"The State of Email Metrics and Bounce Management" report?? found that??
these issues make it difficult for senders to improve the??
effectiveness of campaigns, manage lists and maintain good??
reputations. The project was developed by the EEC"s Deliverability??
Roundtable chair Deirdre Baird, president/CEO of Pivotal Veracity,??
and Bounce Project Committee co-chair Dave Lewis, with participating??
roundtable members from Datran Media, e-Marketing Strategies, Listrak??
and Return Path.
"I see the EEC report as a wake-up call that marketers can"t always??
trust what they believe their results to be," said Mr. Lewis, who is??
vice president of market development at StrongMail Systems, Redwood??
City, CA . "And that false sense of security about campaign??
performance can have disastrous consequences in terms of e-mail?? 数据挖掘实验室
delivery, reputation and bottom line."
The survey is based on the responses from 321 mailers and 29 e-mail??
service providers.
Findings demonstrate a significant variance in how senders calculate??
metrics. The lack of consistency in calculating performance metrics??
makes it impossible to establish industry benchmarks or compare results.
The study said there is inconsistency in bounce data provided by??
Internet service providers, corporate domains and other e-mail??
receivers. Widespread industry disagreement on key bounce definitions??
remains a challenge.
In addition, despite the fact that there is confusion about the??
definition of bounce management, the survey found that mailers and??
ESPs face problems maintaining clean lists and retrying temporary??
failures.
"While we have not proposed standards, that"s clearly where we need??
to go as an industry, and I do believe that the basis for such??
consensus is contained in the EEC report," Mr. Lewis said.

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