The Whitelist

The Measurement Accuracy Roundtable of the Email Experience Council (EEC) is proposing a new metric be used in the email marketing industry: The Render Rate. The render rate is designed to be a more accurate measurement of a recipient’s engagement with an email as compared to just the open rate. The Roundtable has come up with definitions and standards for different scenarios, including unique and total render rate, unique and total actions that include clicks even when the email doesn’t render, etc.

The EEC and the roundtable want your input on this new measurement as a proposed industry standard. Read the proposed definitions and next steps, then make your comments on the EEC blog.

As an email marketing vendor, we’re mulling over this proposed measurement. We agree that the open rate is a difficult measurement to rely on because it lacks consistency in definition and use through the email marketing industry. As the proposal says:

“We believe that the render rate is a superior term that more accurately describes the actions that the open rate was intended to measure. But more importantly, adoption of this new set of metrics gives the industry an opportunity to finally speak one language when it comes to measuring email engagement.”

We applaud the EEC for proposing an alternative, because email marketing ROI is best achieved when you have the best email marketing tools to work with…including tools for measuring and communicating with each other.

Also, read the Email Insider article on the render rate project by clicking here.

And we always welcome your comments at this email marketing blog forum as well. Either comment directly below, or email us at blog@clickmailmarketing.com.

Tags: Email marketing, Email marketing tools, email marketing vendor, render rate

This entry was posted on Wednesday, February 4th, 2009 at 9:00 am and is filed under Email marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.