E-Mail Lawlessness


There is a widespread lack of standards around e-mail metrics, bounce data, definitions and bounce management practices, according to a study by the E-mail Experience Council, which defines e-mail marketing and communications practices. The findings revealed these interesting facts:
  • There is a significant variance in how senders calculate key metrics including delivery, rates of opening and click rates, making it difficult to establish benchmarks or compare results;
  • There is some inconsistency in bounce data provided by ISPs, corporate domains and e-mail receivers, challenging the standardization of deliverability practices; and,
  • Bounce management capabilities are inadequate and vary widely, confirming that it is difficult to maximize the effectiveness of e-mail marketing campaigns because of unclean lists and temporary delivery failures.




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Conference

 Social_Media_Conference_180x150_ep
At PR News’ Social Media Conference, taking place October 9 at New York City’s Grand Hyatt, you will receive instruction from experienced social media communicators and take away practical knowledge that you can put to work right away as soon as you return to the office.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.