One of the largest problems facing email marketers today is the lack of industry standards for email metrics. One such much-maligned measurement is the open rate.  Members of the Email Experience Council’s Measurement Accuracy Round Table (eec-MA) has developed a group of definitions and standards to develop a new, better metric for the open rate, named the Render Rate.  The members of Measurement Accuracy Round Table believe they have developed clear and consistent definition but they need the participation of one more person – YOU – our industry colleagues.

They seek feedback and input from email marketers, email solutions providers, agencies, publishers and other online marketing colleagues. You can view or download a copy of the definitions, how they are calculated and other information from the eec’s website here.  The group requests that industry members post all comments to the eec’s blog, so members of the round table will have a depository of all comments from the industry to review and incorporate into this new industry standard.

The comment period for industry feedback will run from today until the end of March. During April, the Measurement Accuracy Round Table will assemble and review all comments, and revise the definitions as necessary to incorporate your input into this new industry standard. The final version is tentatively scheduled to be released in early May.

For more information about the eec and its work, visit their website at www.emailexperience.org